Now I just need to create a marketing campaign behind it.
With the further splintering of ad dollars into millions of small pieces, the once untouchable, previously big-money world of sponsorships is a prime target for fresh thinking, given it’s potential for low cost potential to reach large numbers of people. Not since Chico’s Bail Bonds stood behind the Bad News Bears have so many interesting partnerships been forged. Here’s two companies who have twisted the way people have always thought about sponsorships.
P&G, "the proud sponsor of moms.” Why not? Who else could doubt the claim, and who else could challenge them on it? Talk about a smart way to speak to a very very big target. Moms break into dozens and dozens of demographic profiles, but psychographically, and putting Wife Swap aside, moms are moms are moms. And it fits into so much they do. Well done, P&G.
On a totally different line of thinking, Prilosec OTC would like to be "the sponsor of everything.” And everyone. You can read about it or check out their digital effort to find 1000 people to become the “official _____ of Prilosec OTC” is really smart. Check out the site.
Now’s your time to get officially sponsored. If you’re a mom, P&G’s already got your back. And if you ever dreamed of being the Official Prilosec OTC baseball team, you better hurry before Morris Buttermaker beats you to it.
The campaign came off as fractured to me. P&G might as be the "Proud Sponsor of Spring" with new fresh scent Tide or "Proud Sponsor of Hot" with their cosmetic lines. The missing piece was that they are not actually sponsoring moms. Their athletes are childless and they have not thrown any endorsements to the athlete's moms. They have done some nice philanthropic initiatives by giving out debit cards and sponsoring the family house, however, I have yet to see them actually do what they say they are doing. Hopefully it will come up in the post-event activation.
ReplyDeleteThis is a perspective that I didn't consider. P&G believes they've earned the right to call themselves the official sponsor of moms because arguably, their entire world--every product they make and every bit of communication around those products--revolves around moms. They exist to make stuff that makes being a mom easier or better. Pretty impressive, right? But you're saying that's not good enough; that if they don't activate behind it, the theory doesn't hold. A higher standard to be sure, but one that P&G may need to pay attention to...
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