Today marks a very exciting milestone for P&G and our brands. To commemorate the 100-day countdown to the London 2012 Olympic Games, we are launching our global P&G Thank You Mom campaign. It is the biggest campaign in P&G’s nearly 175-year history and will run from now through the end of the Olympic Games.
“With just 100 days to go, athletes around the world are being selected to represent their countries at the Olympic Games,” said Marc Pritchard, P&G Global Marketing and Brand Building Officer. “At P&G we know that getting to the Olympic Games begins at childhood and that on each of these athletes’ journeys to London 2012, there was one person cheering for them louder than anyone…their moms. P&G is in the business of helping moms, not just moms of Olympians, all moms, all around the world. So we’re using our voice at the Olympic Games to thank moms everywhere.”
This ground breaking campaign launched simultaneously around the world today with the digital release of “Best Job,” a short film that celebrates the role moms play in raising Olympians and in raising great kids. P&G recruited award-winning director Alejandro González Iñárritu to create the film, which is the foundation of the entire campaign. It was shot on four continents and features local actors and athletes from each location — London, Rio de Janeiro, Los Angeles and Beijing. The ad campaign will run online, in social media, TV and print.
“I am very proud to be part of this campaign as I know that I wouldn’t be where I am today without the unconditional support of my mum and family,” said Olympian and world class marathoner, Paula Radcliffe. “Thank you, mum!”
The campaign will come to life through a variety of media channels and in-store with a worldwide retailer program from April through August. Olympic Games-themed P&G branded products will be featured in millions of stores across the globe. As a part of the P&G Thank You Mom promotion, P&G has committed to raise $5 million to support local youth sports programs in many countries, through a portion of sales and donations from the company’s leadership brands including Pampers®, Tide®, Gillette® and Pantene®.
“We wanted to do something that would make a significant difference to moms all over the world,” said Pritchard, “so we asked moms in several countries what we could do to honor them for all they do for their kids. They told us that there was no better way to support moms than by supporting local youth sports organizations for kids.”
To make it easy for people to join in the P&G Thank You Mom campaign, P&G is also launching the “Thank You Mom app” that allows people to thank their own moms by uploading personalized content in the form of a video, still image with caption or text-based message. Users will then be able to encourage friends and family to do the same, spreading the word to thank and celebrate moms.