terrylee

In Sheida’s post, she describes that the purpose of the ad above is brand recognition.  But I think it’s more than that.  P&G is a massive company, and for them, brand recognition isn’t a problem anymore.  Most consumers recognize its iconic logo, and most consumers know it as a multi-billion dollar corporation that makes everyday household appliances.  What P & G might have a problem is creating emotional attachments within consumers.  Since it is such a large corporation, and since it provides only off the counter instead of face to face service (as opposed to companies such as Starbucks who have a front end face to serve customers), fostering a sense of affective attachment is a challenge for P&G.   I think advertisements such as the one shown during the 2012 Olympics are aimed at building an emotional relationship and creating a “feel-good” factor within customers when they buy a P&G product.  For parents (particularly moms, who are the main decider and purchaser of house hold items), waking their kids up early in the morning and driving them to a practice is something they can relate to.  And the emotions that come at the moment their child achieves something great is also something parents can relate to or hope to relate to.  With this advertisement, P&G is sending an underlying message to moms saying “Hey, we understand.  You supported your kid through it all.  We know what you do and we appreciate you.” which is a powerful message heard too infrequently, and a message connecting moms to P&G.