There are a handful of brands that have created a bond with its users and one such iconic brand is VICKS from the house of Procter & Gamble (P&G). In 2017, two of P&G's flagship brands, Ariel & Pampers stood out with its award-winning campaign #ShareTheLoad and #ItTakes2 how can a 50-year-old iconic brand like Vicks stay behind?
Vicks launched a campaign #TouchOfCare in India that showed Motherhood has no gender. The idea was not only bold & powerful but also heartening and humbling.
Vicks - Generations of Care
As per Nithin Darbari (Marketing Director Asia, Middle East, and Africa) “Vicks has always been about the gentle touch of a mother’s care, as she caresses and gives relief to her child. With the #TouchOfCare campaign we are going a step further and expounding the importance of care beyond just the traditional perception of family. The campaign shows how people who, though not connected by blood, end up being family through care itself”. The ad is created by Publicis Singapore and it depicts the real-life story of an orphan, Gayatri and her transgender mother Gauri Sawant, a social worker. The ad was aired on 30th march got viral with netizens in India with hours of its release. An official response from P&G says, "We want consumers to recognize that everyone has a right to a family. Wherever there is care, that bond is a family." Currently, the ad has got over 116 Million impressions, 39.6 Million video views and $2.96 Million earned media and appreciation from celebrities, influencers, and activist.
(Source: https://www.coloribus.com/adsarchive/online-casestudy/vicks-touch-of-care-image-22792565/)
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