A 75th anniversary is worth celebrating and we organized incredible events. We launched big and continued with daily reminders across key mum media before a creating a grand finale. All celebrity endorsers from P&G brands joined forces to launch our celebrations with a first of its kind video tribute to mothers, complete with an original song from the biggest music star in the Philippines.Our message was integrated into a popular daily game show where P&G facts and trivia were incorporated in game questions, reminding mothers how much history she shares with P&G.The anniversary culminated in a grand gala night, featuring the country’s biggest stars and aired as a TV special, garnering numerous write ups and acknowledgments of P&G’s rich history.We backed up our anniversary celebrations with special P&G promotions, tied to individual retail partners, and broadcast as part of a key daily news-magazine programme.

Awareness of P&G’s 75th Anniversary: 74%Awareness of P&G as the manufacturer of different brands rose four points on each brand.Shipments of promoted brands rose 97% for the whole country, with key retail partners boosting shipments by 115%.ROI 4:1Media value US$1.74mP&G Global team votes our efforts the “Best-ever P&G Anniversary celebration”.The campaign is now being used as a template for multi-brand initiatives across the world.