Summary
The market leading position of Tide, Procter & Gamble's laundry detergent brand, was under threat within the US Hispanic market, where its share and equity scores were declining. The resulting campaign was tasked with increasing sales and boosting awareness of Tide's product variants for the Hispanic market, a range which catered for differing levels of consumer acculturation. The campaign needed Latinas to feel that Tide made each product variant exclusively for them and what they valued most. To do so, the 'Mi Tide' campaign broke with the norm of crafting insights known to resonate amongst the majority of the Hispanic segment, by taking a highly targeted approach. TV and online were the main channels, which included the Tide/Espanol website featuring a question-led product selector. As a result of the campaign, Tide grew its share and equity scores.

Summary
This case describes the US-focused elements of a global, corporate-brand-led campaign designed around Procter & Gamble's (P&G) sponsorship of the London 2012 Olympic Games. The household goods company's objectives were to maximise the visibility and impact of its Olympic sponsorship (as measured against other sponsors), make adult women love P&G and drive $100m of incremental sales of its brands. The resulting emotional campaign was created to honour the role that mothers play helping their children to reach their full potential. This was executed across long-form digital content (via a series of online films), all major social media platforms and a tie-up with NBC that fed footage of moms watching their children compete into TV commercials. P&G's sponsorship out-performed rival sponsors, corporate equity measures improved among adult women and the campaign is estimated to have doubled its $100m incremental sales target.

Summary
This campaign was designed around Procter & Gamble's (P&G) sponsorship of the London 2012 Olympic Games; it was the household goods company's first ever global-scale program behind its Olympic sponsorship as well as the largest initiative in P&G's history. The campaign was designed to provide a heart-warming umbrella that would connect P&G, its individual brands and the Olympics movement together in the minds of consumers. The idea was to create a campaign that would resonate with consumers on a highly emotional level by bringing a universal insight to life that was linked to P&G and Olympic values: the 'Thank You Mom' campaign was created to honour the role mothers play helping their kids to reach their full potential. Ads featured the mothers of Olympic athletes, as well as the athletes themselves. P&G employed real-time optimisation to maximise effectiveness. The campaign's broader activation included 32 brands in over 50 countries; it recorded a 40% stronger brand equity performance than the 2010 P&G Olympic ads.

Summary
In this article, Marc Pritchard, Procter & Gamble's global marketing and brand building officer, talks about how the firm's marketing strategy is influenced by what it calls "The Power of the Everyday Effect". This overarching "big idea" is translated into innovative small thinking by understanding the precise, everyday – but no less crucial – role P&G's brands play in the lives of their customers. This notion has also been translated into real-time marketing efforts, especially those connected to "shared experiences" among consumers.

Summary
This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Omo, Persil, Surf and Cif/Jif. Included is a strategic evaluation with key facts about the UK and Netherlands based company, competitive positioning against comparative brands, and assessment of its position in the household goods market. Brand operations and strategy are identified and recommendations for the future offered.

Summary
To reach British mothers during an economically challenging time, FMCG manufacturer P&G needed to stand-out in a noisy marketplace and meet changing media habits, with more focus on digital than TV. P&G recognised that mothers set themselves a series of tasks to accomplish everyday but sometimes lacked the time, energy, expertise and support to get them all done. Supersavvyme.com was launched in 2009, providing a place on Facebook for savvy mums to share their expertise on all aspects of family life. The Mission Control app was developed as an extension to this: a to-do list app that saved all expert tips and made them searchable with product coupons offered in reward for their advice and tasks completed. In the first two weeks of launch, 52,872 tips were shared, nearly 10,000 questions were asked and 33,000 comments were posted to help answer them. Over 33,000 coupons were claimed creating a peak in sales, with coupon redemption rate up 35% compared to standard.

Summary
OMO based this campaign around the Lunar New Year (Tet) in Vietnam. Mothers were the target audience. OMO built a branded online platform based around family love and bonding - Tet, after all, is a family festival. Children were equipped with disposable cameras to capture family moments; then, during Tet, these pictures were used to transform a 130-year-old landmark building in Vietnam into a 'walk-through book' entitled the Book of Bonds. This activity was backed by a TV ad campaign. By the end of the 12-week Tet campaign, more than one million kids had participated; Millward Brown also rated OMO as the 'most-loved brand' during Tet.

Summary
This Company Profile from Euromonitor provides key details and analysis of Henkel KGaA, the owner of brands such as Persil and Purex. Included is a strategic evaluation with key facts about the German company, competitive positioning against comparative brands, and assessment of its position in the household goods market. Brand opportunities, strategy and operations are identified and recommendations for the future offered.

Summary
Recession-hit US consumers thought that any fabric softener was good enough, a view that was threatening the market-leading Downy. In order to build back equity and share, Downy needed to show users that Downy delivered a superior experience. Backed with a seven-day scent claim, Downy created a campaign that tapped into consumers' love of clean bedsheets. Its resulting 'Clean Sheet Day is now Clean Sheet Week' messaging included a testimonial-style TV commercial, print and digital activity as well as events. As a result, volume increased by 8%, distribution by 14% and household penetration by 4%.

Summary
Purex Complete Crystals Softener was introduced in January 2011 at Walmart. The natural crystal-based fabric softener provided long lasting freshness, but it carried the highest price tag in the category. Awareness and trial was driven for Purex Crystals among Walmart's price sensitive shoppers through an integrated educational campaign, designed to reach consumers along their entire path to purchase. This activity led to 23% growth in category sales for Walmart and total dollar share for Purex grew from 1.5% to 10.7%.