Back in July 2010, P&G announced a global partnership with the International Olympics Committee (IOC) to cover the next five Olympic Games from London 2012 through to the 2020 Olympic Games. This is an unprecedented partnership for the IOC, given the portfolio of brands we bring to the table and their collective reach of more than 4.5 billion consumers. And it is unprecedented for P&G too, as we are bringing the P&G brand - the company behind our household names - to consumers all over the world.
We have done this before in certain regions; In Asia, the P&G corporate brand is very prominent in all marketing communications. Then in 2010, during our sponsorship of Team USA at the Vancouver Winter Olympics, the corporate brand came to the fore and the “Proud Sponsor of Mums” campaign was born.
Now, in 2011, we are bringing the P&G Proud Sponsor of Mums campaign to the UK and Ireland.
For 80 years in the UK and more than 170 years around the world, Mums have been our boss at P&G. They’ve driven our product innovation and they’ve led our marketing communications - Mums have been at the heart of everything we do as a company. Our products have been designed through generations to improve mum’s life in small but meaningful ways. Whether it’s household favourites like Ariel or Fairy that help to make everyday tasks a little easier for Mum; or the Pampers nappy that mum trusts for her little one; or the Olay cream or Max Factor mascara she uses everyday to help her look and feel her best; this is our business - and they are our boss.
We want to put mums at the heart of this exciting campaign and we want to use our voice to recognise and reward mums for everything they do; for the love and care they show their families and for the sacrifices they make. We’ll be thanking our mums, we’ll be thanking Olympic Mums and we’ll be encouraging all our consumers to do the same and thank their mums.
What better place to start than Mother’s Day. Launching the weekend of Mothering Sunday, we’re delighted to bring our “P&G Proud Sponsor of Mums” campaign to UK and Ireland consumers. Our first set of tv ads is all about real Mums and celebrating their contribution to all our lives.
Consumers today want to know more about the companies who make the products they buy - they value honesty, transparency and authenticity and we want to tell them about P&G. We also know that associating our individual brands with the corporate brand helps to drive trust.
This is a truly inspiring campaign and we are excited to be bringing the “P&G Proud Sponsor of Mums” campaign to the UK and Ireland - there will be a lot more to come on the road to London 2012. This campaign has been and will continue to be very exciting and a lot of fun so, watch this space!
Visit our P&G Proud Sponsor of Mums website : http://www.pgproudsponsorofmums.co.uk
View our very first P&G TV ads : http://www.youtube.com/pguk
Follow P&G Proud Sponsor of Mums on Twitter : @PGUK