In 2010 when global FMCG leader Procter & Gamble (P&G) sponsored the US team for the Winter Olympics that year, little did the company know that it was the beginning of a long standing marketing strategy which will spread the world over. That year, P&G helped 250 women across America to make it to Vancouver to see their children compete at the Winter Olympics and adopt the tagline 'proud sponsor of moms'.
By end 2010, the FMCG giant experienced incremental sales amounting to $100 million and a 39 per cent increase in brand recall. The initiative was met with an overwhelming response and the FMCG giant decided to convert the agreement into a 10-year association with the Olympic Games.
Taking forward this initiative, the company introduced the 'Thank you mom' campaign where there were videos of athletes being taken care of and encouraged by their mothers, all culminating in their 'thankful' gaze on winning in their respective sport. The campaign has been taken across the globe and was recently launched in India as well.
So how does the company expect to reap rewards from a campaign associated with the Olympics where public interest is low and awareness probably even lower? To start with, here too P&G will be sponsoring athletes like boxer Mary Kom and runner Kavita Raut and will give their mothers a chance to see them perform at London later this year.
In India though, the 'Thank You, Mom' campaign has taken a more literal form and the FMCG major is playing the wishing well of sorts. P&G has initiated the 'Fulfil Her Wish' drive in India and is inviting consumers to confide in it their mother's wish. The company has pledged to fulfil the wish by Mother's Day (13 May).
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