Even though the Olympics are over, there is still one medal that needs to be handed out. This medal should be awarded to Proctor and Gamble for its advertisement entitled “Best Job.”
“Best Job” is the latest installment in P&G’s global “Thank You, Mom” campaign, which first came to public attention in the Winter 2010 Olympics.
This campaign was different from many other major Olympic sponsors. For instance, many television screens were flooded with athletes glorifying their sponsors’ brands in being instrumental in attaining otherwise unachievable success.
Instead, P&G did something distinct; they emotionally connected with its target audience.
https://www.youtube.com/watch?v=NScs_qX2Okk&feature=related
P&G has a diverse range of products including cleaning agents and personal care products, so naturally mothers are one of the company’s main target audiences. Rather than recognizing the figureheads of the Olympics, the athletes, the business put an emphasis on the people that helped mould children into stars. For example, P&G committed $500,000 to help moms of Canadian Olympic and Paralympic athletes pay for airfare.
I have several criticisms towards the campaign, however. First, women are portrayed in a slightly stereotypical and regressive manner: waking up the kids, making meals, and rooting for them. Women are gaining representation in traditionally male-dominated jobs; therefore, less and less women will be able to strongly identify with the mothers presented. Second, fathers did not appear in these campaigns. Macroenvironmental factors and demographics are changing; the number of SAHDs (Stay-at-home dads) is increasing (the percentage of SAHDs has risen from 4 percent to 12 percent as of 1986).
Overall, however, P&G’s Olympic presence and promotion seemed to be a success. The projected additional $500 million in sales from its massive marketing push seems to be on track, and the advertisement certainly evoked many emotional responses.
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