P&G Thank You Mom Strong Obrigado Mae

  • EMOTION INTO ACTION SCORE 82.62
  • YEAR 2016
  • Parent company Procter & Gamble
  • AGENCY Wieden+Kennedy Portland
  • CATEGORYCPG/FMCG
  • SUB-CATEGORY Personal Care
  • REGION Latin America
  • COUNTRY Brazil
  • MEDIUM TV Long

Our Opinion

We tested P&G’s new campaign in multiple markets, and in Brazil, the theme of moms being strong for their kids in scary moments hit hardest, earning 5-Stars. It also performed very strongly in the USA and Chile – if we were counting each individual test rather than the ad’s strongest performance, both would have hit our Olympic top 10. P&G’s commitment to its theme is continuing to pay off in emotional effectiveness terms, and “proud sponsor of Moms” has become a unique asset P&G can repeatedly leverage to build brand Fluency.