P&G – Proud sponsor of Mums

Roisin Donnelly, Corporate Marketing Director, P&G UK and Ireland

On Saturday 2nd April, we launched our ‘P&G – Proud sponsor of Mums’ advertising campaign which puts mum at its heart to speak directly to consumers as P&G for the first time in the UK.

Nearly every household in the UK has at least one P&G brand and 19 of P&G’s billion dollar brands are marketed in the UK. They’re loved and trusted and we want consumers to know that P&G is the company behind 50 of the world’s best known household brands.

Our global partnership with the IOC to sponsor the next five Olympics Games is the ideal opportunity to talk to consumers about what the P&G brand stands for. P&G’s partnership is the first to cover multiple brands under one sponsor and is the most far-reaching in Olympic history spanning 10 years, five Olympic Games, over 300 products, and 200 National Olympic Committees around the world. The platform will help us in our goal of reaching five billion consumers over the next five years through our brands, with mums at the heart of the sponsorship.

For more than 80 years in the UK, Mum has been our boss. Mums have driven our innovation and our marketing. So we are using our voice to celebrate and reward mums and recognise the sacrifices that all mums make to help their children to grow and succeed. This campaign is about real people and we have featured employees and our agency partners who are mums with their kids in our adverts.

We have pioneered consumer research so that we can champion the voice of mums and stay at the forefront of market trends. To mark International Women’s Day, we commissioned ‘The Changing Face of Motherhood’ report, an extensive piece of research with SIRC (Social Issues Research Centre) to explore the changing role of British mums since the 1930s. The research, fronted by celebrity mum Edith Bowman, covered a range of topics including how the differences of raising their children today compared to previous generations.

We also involved influential ‘mummy’ bloggers in our ‘Life Before P&G Challenge.’ The unique campaign challenged mummy bloggers to experience a day-in-the-life of a mum in the 1930s, the decade when P&G first arrived in the UK. It was designed to be a fun, light-hearted way to drive awareness between P&G and its brands, engage in a direct dialogue with this crucial online consumer audience and prompt conversations about the role P&G brands have played in their lives.

We are proud to have played a part in improving the lives of mums in small but meaningful ways. As our report revealed, the majority of mums have just 26 minutes a day to themselves and through our brands we can give women more time and freedom by making everyday tasks easier and quicker.

You can find out more about how our ‘Proud Sponsor of Mums’ campaign will continue to raise awareness of and reward mums’ contributions throughout P&G’s sponsorship of the London 2012 Olympic Games through Twitter, Facebook or the P&G corporate press office.

Roisin Donnelly
P&G UK and Ireland Corporate Marketing Director

Proven business and brand building results in Vancouver 2010

  • Nearly $100 million in incremental sales
  • +39% higher brand recall and +62% higher message recall than average Olympic ads
  • Purchase intent increases by over 20% when consumers connect P&G to its brands

Putting mums at the heart of the campaign

  • P&G has been talking to women for over 170 years
  • The average UK household has more than five P&G brands
  • Gillette Venus is used by 40 million women worldwide

The Olympic partnership

  • Broadest partnership in Olympic history spanning the next five Olympic Games
  • First ever sponsorship covering multiple brands under one sponsor
  • Goal to reach 5 billion consumers over the next five years

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Videos (Click to watch)