Saatchi & Saatchi and P&G O.M.G these campaigns are just ridiculously heartfelt! It’s as if you have the average mum providing creative direction. Let’s break this down and look at the past and present commercials.
Over the years, Pampers has been showcased as the preferred diaper for mums and babies. Probably because of the messaging in these commercials, which means someone should get promoted!
Who remember’s the Olympic ‘Thank you, Mom’ commercial series? You know, the ones that make your mum cry? Yea, those ones! ‘Keep Us Going’ and ’ Pick Them Back up’ are the ones that make you think back at what your mum has done for you over the years. They were the ones who saw your potential before anyone else could, the ones who helped you achieve your dreams and the ones who where there no matter what!
You know that viral video ‘Worlds Toughest Job’ for Halmark? It reminds me of the Pampers commercial, ‘Hardest Job In The World’. Both showcase that being a mum is the toughest job in the world and it truly is! Two different takes on the same message by two completely different companies.
- On one hand there’s Halmark, that message makes complete sense, fits right with the brand and it’s messaging (get it? because it’s a card company … HA). Anyhow, it just makes sense.
- Then you have a CPG, it’s a diaper. The message went from, ‘it’s a diaper that benefits your baby compared to its competitors’ to ‘appreciate your mum because she would drop the world to protect you’. I LOVE YOU MUM!!!
Currently, Pampers’ ’ Firsts’ commercials are up and are absolutely adorable! From the baby’s first breath to their first roll, Pampers was there. What’s great about these commercials is that they’re relatable. Resonating a brand to the target is exactly what a brand would want. You want the target to remember the brand when thinking back to those special moments in life. Now go ask your mum the story of your first steps - there’s always a story!
To summarize, the perception of these diapers are moving away from something you put on your baby to appreciating the one who put them on you. The one person in the world who gave you birth (or not, respecting all types of families here), believed in you and was there every step of the way. I mean, I know there are dads out there too, (kudos to you) but you’re not the primary target, still great though! :)
Instead of Youtubing the commercials, you can check them out here:
Keep Us Going: http://youtu.be/hyiLPj94BBQ
Pick Them Back Up: http://youtu.be/57e4t-fhXDs
Hardest Job In The World: http://youtu.be/2V-20Qe4M8Y