P&G's Joy plays up on the special moments between mother and child

P&G’s dishwashing liquid brand Joy has launched a new campaign called ‘Moments of Joy’. This is a fully integrated campaign that explores the relationship between working mothers and their children.

Created with the help of Grey Group Malaysia, the work focuses around the brand equity of “surprisingly small, surprisingly powerful”. The campaign begins with a social experiment film, centering around asking mums a simple question: “What do you do that makes your child happiest?”

This question is then asked separately to their children, revealing some surprising results. The film drives viewers to a microsite where mums can make their own, personal pledge to their children, which can in turn be redeemed in selected stores for a uniquely personal edition of the product.

The findings of the experiment activates the core product benefit – that Joy’s innovative formula cleans in just one wash, saving time every day - time that could be spent on more ‘Moments of Joy’ with their children.

Watch the campaign below:


Saurabh Chandrashekhar, AOR director, Team P&G of MediaCom added that the ‘Moments of Joy’ campaign is a fully digital campaign which leverages the strength of each touch point. It has been specially optimised for mobile given consumer habits and has social at the heart of every touch point - enabling sharing at every phase of the campaign

“The extended team has worked seamlessly to produce emotive content and a strong media plan, all founded on solid insight, in order to bring to life the benefit of Joy – that it cleans in one wash, saving you time for the small things that matter most,” Truong Thi Ngoc Anh, assistant brand manager of Joy (P&G) said.

“With the ‘Moments of Joy’ campaign, we wanted to explore that balance and uncover some truths about just what matters most to our children. We then took these findings and created a full in-store, digital and social campaign that focuses on empowering mums to create more of these small but powerful moments,” Graham Drew, executive creative director of Grey Group Malaysia said.

Campaign Credits:

Grey Group Malaysia
Graham Drew, Executive Creative Director
Ramanjit Singh Gulati, Creative Director
Ramanjit Singh Gulati & Graham Drew, Copywriters
Naved Siddiqui, Art Director
Suzy Chang, Producer
Sulaiman Abu Bakar, Producer
Christine Chan, Brand Director
Kate Armishaw, Brand Director
Joshua Yap, Brand Executive
Lubna Khan, Planning Director

Team P&G – WPP
Anurag Gupta, Chief Operating Officer
Grey Group Asia Pacific
Huma Qureshi, Regional Director, PR & Corporate Communications
Pang Yanrong, Regional Corporate Communications Executive

Saurabh Chandrashekhar, AOR Director, Team P&G
Jason Lim Jye Jiun, Communication Planner
Christine Lim, Senior Executive, Interaction