Proctor and Gamble Respects Mothers

Proctor and Gamble, one of the largest advertising companies for some of the most popular products in everyday living has announced their new campaign; thanking mothers worldwide.  P&G's new campaign is focusing on mothers of past present and future Olympians.  The commercials are going to be a 20 second run through of a mothers day  as she wakes her young child up, brings them to practice, runs errands, cooks and cleans to emphasize the work that mom's do to assure the happiness and well-being of her child.


It seems that Proctor and Gamble wants to focus their marketing and advertising towards mothers due to the number of brands that mothers trust enough to supply to their children.  This seems like a genius way to target market in the most extreme ways.  P&G has learned that by flattering their target market (mothers) is an effective way to advertise.  In many American families, the mothers are in charge of grocery shopping and of course they are going to buy the brands that appeal to them.


Proctor and Gamble knows that they have many popular brands such as Pampers, Downy, Crest, Bounty, and Puffs which are important when raising children.  They also know that children have no control over what mom puts on the grocery list, which means their only hope is to market to appeal to the mothers.
Targeting mothers also results in brand loyalty as the children grow older.  Once the child starts shopping for themselves they are going to recognize the brands they grew up with.


Do you see any possibly disadvantages for Proctor and Gamble as they focus their marketing on mothers?