Since 1837 Procter & Gamble has won its way into the hearts of its many consumers by providing them with dependable brands such as Tide, Iams and Pampers. Being one of the largest advertising agencies in the world Protector & Gamble understands that they have more responsibility, as well as, opportunities to make sure their customers are satisfied. Over the years P&G has worked hard to make sure that each of their products make their customers lives a little better everyday, and have also won many awards in doing so. After winning many awards for their “Thank You Mom” campaign at the 2012 Summer Olympics in London, Procter & Gamble decided to team up with Noelle Pikus, an Olympian and mom of two, for the 2014 Winter Olympics in Sochi.
The new advertisement campaign, “Pick Them Back Up” features a two-minute video, which shows children growing up playing winter sports. Although they fall and fail many times, their moms are there for them every step of the way. The video ends with a very powerful message, “For teaching us that falling only makes us stronger.” Showing many of the Olympic athletes and their mothers at the winter games.
The campaign invited parents to share photos of their baby’s best game faces that capture some of their most memorable milestones on Twitter and Facebook. “These commercials create positive feelings,” said Karen Machleit, head of the marketing department at the University of Cincinnati. “When consumers think about the brand, the feelings will transfer over.”
The technique Procter & Gamble use in this video is called equity advertising, which they have learned to perfect over the years. Equity advertising is when a company attempts to sell to an emotional tie to a company verses a specific product.
Another technique that has led Procter & Gamble to some success is their use of online couponing. For example, Pampers offered deals throughout the Winter Olympics for parents with young infants. From January 17 to the 20th parents could have received $15 off any two Pampers value boxes of diapers (78 count or higher). From January 31 to February 22 customers could have received free Pampers wipes when purchasing any two of select products. By using online Procter & Gambler is able to do things such as entice new customers and reactivate old customers.
My mom and I have a very close relationship and watching the “Pick Them Back Up” commercial reminds me of all the times she has been their for me. Ever since I was little my mom has relied on P&G to help her pick her little girl back up. Now that I am a consumer, and can make my own decisions, I find myself relying on the P&G name as a college student and I know that I will in the future as a wife and mother as well.
Coolidge, A. (2014, January 8). P&G aims for moms’ heart with latest ‘thank you’ ad.
Pampers partners with olympic skeleton slider noelle pikus pace to celebrate babies’
miletstones. (2104, January 16). Retrieved from http://news.pampers.com/press-r elease/partnerships/pampers-partners-olympic-skeleton-slider-noelle-pikus-pace-