The Olympians are a sporting event that generates more interest among women, 76% of American homes they see it. P&G as a sponsor of the U.S. team, it decided, coinciding with the Olympic Games in Vancouver in 2010, conducting a campaign of corporate image dedicated to the mothers, especially to the mothers of athletes who have been always supporting their children to the top Olympic . Without them, this dream would not have become reality. The campaign offered financial assistance to mothers and families of athletes to travel expenses and accommodation in Vancouver to asist the Olympic Games which were held between 12 and 28 February. With this gift P & G wanted to express its appreciation for the hard work and dedication to the mothers of the American team.
The campaign made by the creative director Garry Lace, of Beta agency, has generated much controversy in England, especially between the women.
The objective of Garry Lace was to show the power of outdoor advertising as an alternative to digital advertising.
“Career women make bad mothers,” a title that addresses an issue that is booming in our society and that for many women is a daily struggle, the conciliation of the working life with the family life.
AdWomen readers are growing. We are and more. An example is the incorporation of new contributors to our blog from countries like Venezuela or Italy. Diana Munteanu will be our correspondent in Romania and give us her points of view about the situation of the Romanian advertising in general and the campaigns made by / for women. If you want to be one of them and join us from anywhere in the world to write your post, please send us an e-mail to: adwomenblog@gmail.com or leave your comment on the blog.
Do you have a “Super mom”?
Francois Brune says in his book “Le Bonheur conforme. Essai sur la normalisation publicitaire” that women tend to think that their houses are an extension of their personality: stains are an obsession, they want to have everything cleaned and perfection is a must. These facts lead to the abusive use of detergents and soaps. In conclusion, companies pushed their way into the exploration of this perception. An example is “TIDE” with “Super moms” in Romania. Mothers have some great powers; they can make things better and everything possible. In Romania every woman wants her house to be cleaned. If you go in a supermarket you can see that there are a lot of shelves full of detergents of any kind.
This year, Imán awards are dedicated to the mothers of professionals working in advertising.
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For the first time these awards are not dedicated to advertisers but to their mothers. Shacketon is the agency in charge of this project. The goal is to explain the mothers of creatives, planners, account directors and other advertising professionals, what their children’s work consist of.
Every year moms spend $2.1 trillions in the US, with projection of reaching $3 trillions by 2012, informs Maria Bailey, CEO at BSM Media.
This Group growths and is loyal to products and services. Now more than ever it’s important to understand this group, which is the one that will keep on shopping despite the crisis.
Mothers control 85% of household spending and 70% of them feel that companies don’t know how to talk to them.
Every year moms spend $2.1 trillions in the US, with projection of reaching $3 trillions by 2012, informs Maria Bailey, CEO at BSM Media.
