Marketing Report London 2012 - International Olympic Committee
Marketing Report London 2012 - International Olympic Committee
Marketing Report London 2012 - International Olympic Committee
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80 Chapter Four / SPONSORSHIP<br />
“On the surface, P&G and its brands have little to do with<br />
the <strong>Olympic</strong> Games. Except for this: every <strong>Olympic</strong> athlete<br />
has a mother. And mothers are with their children every step<br />
of the way, nurturing and encouraging them and helping them<br />
realise their dreams. And while we are not in the business<br />
of athletic equipment or sports apparel, P&G is in the business<br />
of helping mothers. We help her family in many ways. From<br />
nappy changing, to teeth brushing, to hair washing, to clothes<br />
cleaning, to air freshening.”<br />
Marc Pritchard, Global Brand Building Officer, P&G<br />
In 2010, P&G embarked on a 10-year partnership with the <strong>International</strong> <strong>Olympic</strong> <strong>Committee</strong>,<br />
becoming a Worldwide <strong>Olympic</strong> Partner of the <strong>Olympic</strong> Movement. This relationship, one of the most<br />
far-reaching partnerships in P&G history, included programmes in nearly every market in which P&G<br />
operates, and campaigns from more than 30 of its leading brands. P&G supported more than 150<br />
athletes from around the world, who served as ambassadors for the company and its brands.<br />
But the most meaningful message behind P&G’s sponsorship was to recognise and celebrate the<br />
one person who always stood by and supported each athlete: their mother. Although P&G doesn’t<br />
make athletic equipment or sneakers or sports drinks, it does know something about mothers –<br />
the company has been helping them for more than 175 years through its trusted brands. So, P&G<br />
launched its ‘Thank You, Mum’ programme to honour and thank mothers everywhere for all they do<br />
to help their children be the best they can be.<br />
Celebrating Mums<br />
To highlight the inspiration behind the ‘Thank You, Mum’ campaign, P&G produced a two-minute<br />
tribute video demonstrating that the hardest job in the world is also the best job in the world. ‘Best<br />
Job’ launched digitally on P&G’s YouTube channels around the globe as well as brand Facebook sites<br />
and digital hubs. The video received more than 20 million views online, and was also awarded an<br />
Emmy in <strong>2012</strong>.
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