Mother’s day is around the corner, as the official partner of 2012 London Olympics, P&G (Procter & Gamble) released a commercial about mothers. The commercial begins with mothers’ gently wake up their children in bed in early morning, prepare breakfasts, send their kids off to school and accompany them through every stage of learning. These children eventually become the rising athlete stars in the Olympic Games. The commercial tells the public that these athletes have great mothers to support them and their successes are the pride of their mothers.
Lastly, P&G comes up with the line, “The hardest job in the world is the best job in the world. Thank you mom.”
The branding maneuver is actually quite clever because it doesn’t talk about how brilliant the brand is or how many charities they’ve sponsored, but simply describe a true story, telling everyone the greatness of a mother. Last but not least, it simply implies that P&G admires mothers for their noble bearing. The consumers who are moved by the commercial will also automatically transfer such emotional attachment to the brand. This understated way of promoting a brand is actually a lot more effective. Through the commercial, consumers are informed that P&G endorsed the world event, 2012 London Olympics. The Olympic athletes are successful due to the support from their mothers and P&G is in fact the sponsor of these great mothers. Therefore, the commercial is alluding to the consumers that P&G carries the most sacred mission and that P&G is the greatest contributor.
The branding promotion of P&G is truly top-notched.
P&G London 2012 Olympic Games Film
（請嵌入影片：http://www.youtube.com/watch?v=NScs_qX2Okk&feature=player_embedded）
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gamaniabrandcenter
A blog jointly written by members of Gamania brand center provides insights and observation about brand, marketing and design by designers, project drafters, musicians, exhibition planners, creative minds and aliens…
Blog: gamaniabrandcenter.blogspot.com
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