Consumer insights indicated the importance of family appreciation for our target market. We declared a Super Mom contest where kids were called to nominate their mum of the year through a dedicated website, and the entries were ranked by the public. A truly holistic campaign was used to gain the attention of kids and moms alike - mass media, (TV, print, and internet advertising), a trade incentive programme, in-store support including a dedicated canister, magnets and coupons, activities in elementary schools, community activity in children's hospitals, and a comprehensive PR campaign.

Brand received full cooperation from trade increasing in-store display shares by 39% with high indexes on all parameters set (contacts, reach) and street publicity, generating over 1,000,000 NIS worth of free publicity. Best of all, sales rose by 29% and market shares increased by 20%. Results were so impressive that P&G has decided to run an annual Super Mom contest on a regular basis.