Awareness has been identified as one of the key marketing components of Fast Moving Consumer Goods (FMCGs) at the Bottom of the Pyramid (BOP)market segment. This article presents a general synopsis of the impacts of awareness on the performance of FMCGs at the BOP and highlights the effect of various awareness tools on the sale of FMCGs. The BOP, the biggest market segment on the economic pyramid of the world, is made up of over 4 billion people and as such, albeit not always by choice, commands the attention of FMCGs industries. FMCGs industries are motivated to produce goods targeted for this market, often bearing in mind the financial muscle of this population. In this article, we explore the business potential of FMCGs at the BOP with particular focus on how Awareness strategies impact the movement of goods and from the findings, we conclude that the awareness tools impact the performance of FMCGs at the BOP as measured by profitability and sales volume. Another notable conclusion is that the awareness tools used to promote top of the pyramid (TOP) and middle income groups are the same tools which are very effective in promoting BOP market goods and services.