The Problem to Solve:
P&G doesn’t need to convince students that Target is where they can go to get dorm-ready with all the trendiest things. So, our task was to win the month of August by validating parents’ and their emotions as they get ready to send their kids off into the world… easing their own fears by empowering their child to face theirs with the trust and assurance of P&G products that work
The Insight:
The Back to College moment brings a lot of emotion, including the feeling of uncertainty and lack of control before moving away from home. Beginning with dorm assignments in early summer, students and parents often look for ways to ease the transition
The Idea: Get Readier:
Validate the BTC experience by highlighting P&G’s reliable solutions for everyday needs, helping students confidently navigate college life while easing parents’ worries and acknowledging their feelings of letting go.
The Insight:
The Back to College moment brings a lot of emotion, including the feeling of uncertainty and lack of control before moving away from home. Beginning with dorm assignments in early summer, students and parents often look for ways to ease the transition
The Idea: Get Readier:
Validate the BTC experience by highlighting P&G’s reliable solutions for everyday needs, helping students confidently navigate college life while easing parents’ worries and acknowledging their feelings of letting go.
