Digital Advertising for FMCG: Hit or Miss in Brazil?

In the wake of the two upcoming global sporting extravaganzas ? FIFA World Cup 2014 and the 2016 Olympics in Brazil, FMCG companies are looking to reach out to the growing consumer market in Brazil. Looking beyond the traditional promotional merchandize associated with sports, advertising in sports has the ability to build brand awareness for existing and new players in the market. P&G?s ?Proud Sponsor of Moms? used sport and media aggressively to highlight the trust associated with mothers and co-relate individual brands such as Pampers and Ariel with the corporate brand to create trust. The campaign starting from Mother?s Day 2012 through the London Olympic Games 2012 aimed to promote the brand effectively