The Best Job
By Callie Ziobro | @CallieZiobro
A colleague of mine shared the commercial below with our team last week, and in light of the recent Mother’s Day holiday, I thought I’d share it with all of you as well.
In its latest commercial, Procter & Gamble portrays motherhood as the best job in the world by showcasing Olympic athletes and what their mother’s did to help them get to where they are today.
Overall, this is one the better commercials I’ve seen for some time. It has an all-around great message as we gear up for the 2012 Olympic Games. However, watching it made me wonder why Procter & Gamble chose the direction that they did. My thoughts:
As a sponsor of the upcoming Summer Olympics in London, P&G was able to reach its target market of moms in multiple countries around the world without releasing different commercials in each market – they were able to bring it all together under one common theme.
By showing appreciation for moms and all that they do for their children, P&G “hits you where the heart is.” With this commercial as the start, P&G has launched an entire “Thank You, Mom” campaign leading up to the Olympic Games. The homepage of the company’s website highlights the new campaign.
P&G limited showing of products until the last few seconds of the commercial. More effectively, they showed moms doing everyday tasks to take care of their children, such as laundry and dishes.
According to a Wall Street Journal article, “For generations, Procter & Gamble Co.'s growth strategy was focused on developing household staples for the vast American middle class. Now, P&G executives say many of its former middle-market shoppers are trading down to lower-priced goods…” This commercial follows that model by showing not only middle class families, but also focusing on lower-end markets, showing how everyone can use P&G products, especially with the newer line of bargain-priced items. Today, many companies are adjusting their marketing strategies to appeal to lower-end markets and bargain shoppers in the wake of the recent recession.
Let us know what you think of Procter & Gamble’s newest commercial. We'd like to hear your thoughts about their marketing tactics and messaging.