P&G has found a formula that has allowed the company year by year have a successful advertising campaign: flip the feminism to generate a speech that extoll women, from various points of view.
From its award-winning worldwide campaigns #LikeAGirl from Always, the emotional #ThanksBaby from Pampers or #Strong from P&G, where the message of gratitude is so powerful recognizing the value of the mom’s company, that is what makes us what we are today. An emotional insight that generates a good acceptance.
That is a great example of what we called #BRAIN_DING. We must not put a promise of sell in competition with the sentimental side of our targets, but we have to pose a scenario where both can have a presence.
But “Strong” also cover perfectly several levels of communication, because the opinion is diversified in different vignettes showing us stories and secret testimonies, that we have hidden like everyone else. But at the end we must face the moment to achieve the goal.
Or as emotional as the way that we wanted to approach it: celebrate the worldwide day Strong #ThankYouMom. What better way to congratulate all the mothers than with this great spot that P&G dedicated to these women who are largely responsible for what we are today.
The BRAIN-DING team appreciates all the love, patience and advice that moms have and we want to take this time to shout loudly: #ThankYouMom #HappyMothersDay