P&G’s hockey house for moms

The CPG co is celebrating hockey moms with a new digital-only push from Cossette.

P&G has quietly rolled out a new emotionally-laden spot for mothers.

The House That Mom Built,” from Cossette, launched mid-March and will run until mid-April, according to a P&G spokesperson, via email.

The digital-only push starts with the line “Hockey moms do great things everyday that we don’t see.” The two-minute video feature Brooklin, Ont. mother Lynda Cato, who is asked if she was a good hockey mom. When she wouldn’t answer, the P&G team tapped people in her life to wax accolades about her hard work and sacrifice in honour of her kids’ hockey pursuits. The video features Cato and her family viewing these messages on a big screen in the middle of a hockey arena.

People are then invited to nominate other hockey moms, who will then be sent a personalized Facebook cover image celebrating “the house she built.”

“The goal of the campaign is to celebrate mom for all she does for minor hockey, at home and at the rink” said the spokesperson via email. “It’s about raising her name to the rafters and showing appreciation for everything she does in the community.”

This fits into the brand’s larger “Thank You, Mom” platform, which kicked off during the 2012 London Summer Olympics. Most master-brand campaigns have since fallen under this uber emotionally-driven spot, picking up accolades in the industry, including a Gold Lion in the Titanium and Integrated category for its first spot “Proud Sponsor of Moms,” by Wieden + Kennedy. Most recently in Canada, for the 2014 Sochi Winter Olympics, the brand partnered with Hockey Canada and supplied the hockey team with P&G products. It also released a microsite and a series of four videos which looked at raising an Olympian.

Audiences for “The House That Mom Built” will be driven to the microsite through a media buy and social promotion, handled by SMG. To date, more than 100,000 people have viewed the video online.