P&G Olympics Push Pays Homage to Moms | Adweek P&G Olympics Push Pays Homage to Moms | Adweek
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P&G Olympics Push Pays Homage to Moms

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Procter & Gamble is feeling generous at this year's Olympic Winter Games. The packaged goods maker is sending Team USA's mothers to Vancouver to watch their children compete, as part of a program called "Thanks, Mom."

The program, announced today (Thursday), will defray the cost of travel and accommodations, allowing moms to support the athletes in person during the Games. P&G is also running a campaign, which celebrates the special people in the lives of Team USA's members. (Since forming an alliance with the U.S. Olympic Committee last summer, the company has tapped several Team USA athletes to star in its Olympics-focused marketing. Among the athletes are snowboarder Lindsey Jacobellis, speed skater Apolo Ohno, and skier Lindsey Vonn.)

"P&G may not be in the sporting goods business, but we are in the business of helping moms; we strive to help improve her life and the life of her family, in small, meaningful ways," said P&G CMO Marc Pritchard. "The common denominator between P&G and the Olympic Games is the connection with moms."

There are two 60-second TV spots, one of which, dubbed "Kids," will debut at the opening ceremony tomorrow (Friday) at BC Place in Vancouver. The spot shows children dressed as athletes, competing at the Olympic Games. At the end, the camera focuses on a mom who stands up in the midst of a cheering crowd, as the text onscreen reads: "To their moms, they'll always be kids."




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