Moment of truth in charity advertising

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P&G has this theory called the First Moment of Truth (FMOT). Essentially it is about those few moments shoppers take to make up their mind about a product at the store. Those few moments decide whether a customer becomes a shopper. What is at play are messages that packaging and merchandise send out to the consumer and meet a relevant need.

I came across this piece of creative for a charitable cause which kind of uses the same principles. Imagine you are a shopper at a modern outlet, filling your trolley with goodies. And you see this piece of message in the trolley.


Awesome, isn’t it? One of those ‘why didn’t I think of it?’ moments.

Advertising Agency: TBWAHuntLascaris, Johannesburg, South Africa. Via: Ads of the World


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