P&G is running a ’Proud Sponsor of Mums’ advertising campaign communicating the fact that it is the company behind 50 of the world’s best-known household names including Ariel, Duracell, Fairy, Gillette, Pampers and Olay. Data from the US, China, France and Brazil reveals that purchase intent can be increased by up to 20% when consumers understand the link betoween P&G and its individual brands. Apparently nearly every household in the UK has at least one P&G brand; the average household has five.
The new TV and print activity thanks mums for the important role they play in their families’ lives.
The campaign will appear throughout P&G’s sponsorship of the London 2012 Olympics.