Hill+Knowlton Strategies

Today, P&G launched its first ever global advertising and marketing campaign for the corporate brand which went live in markets across the world simultaneously. The global ‘Thank you, Mum’ campaign is the first Olympic Games themed activity from P&G which has a global 10 year partnership with the International Olympic Committee.

The activity forms part of P&G’s ‘Proud sponsor of Mums’ campaign which recognises and celebrates the dedication and sacrifices mums make for their children every day.

The highly emotive advert titled ‘The Hardest Job is the Best Job’ brings to life the hard work and dedication of mums across the world every day to help their kids to achieve their dreams. It culminates with that once-in-a-lifetime moment when each child first competes at the London 2012 Olympic Games, interspersed with authentic clips of mums supporting their kids from the stands.

The campaign kick’s off on P&G’s digital and social media platforms to coincide with 100 days to go until the Opening Ceremony of the London 2012 Olympic Games. The majority of the company’s brands – including Gillette, Pampers and Oral-B – as well as P&G’s corporate brand in all regions will activate the ‘Thank you, Mum’ campaign.

Inspired viewers can then go to www.facebook.com/thankyoumum on Facebook where, through the ‘Mum Thanker,’ they can then create their own ‘Thank you, Mum’ message 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 all mums.

Irwin Lee, Managing Director and Vice President, P&G UK and Ireland, says, “Launching our first global P&G campaign allows us to shine a light on the amazing work mums do every single day in raising their children. At P&G, our business is all about supporting mums across the world with products like Pampers, Ariel and Fairy. Through our partnership with the IOC, we are using our voice to celebrate mums for everything they do, and to inspire people everywhere to express thanks to their mum or a mum that they know.”

Paula Radcliffe, athlete and Pampers ambassador for P&G says, “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. Thank you Mum.”

P&G’s sponsorship and marketing activity for London 2012 is an important step in a decade-long, global partnership with the IOC spanning the next 10 years until 2020. The partnership begins with London 2012 and continues with the subsequent four Olympic Games: Sochi 2014, Rio 2016, Pyeongchang 2018 and the 2020 Games.

Since stepping out from behind its brands for the first time in March 2011, P&G’s ‘Proud sponsor of Mums,’ campaign has delivered outstanding business and brand-building results in the UK. P&G’s corporate brand has increased +20% in familiarity and +10% in favourability with consumers in the UK[1]. A single gondola-end display in one of P&G’s leading retailers delivers +12% higher sales with the IOC association than an identical display without it.

As part of its ‘Proud sponsor of Mums’ campaign in the UK, P&G has partnered with the BOA and BPA on a ‘nearest & dearest’ support programme for the friends and family of Team GB and ParalympicsGB leading up to and during the Games. As part of the programme, P&G has guaranteed two tickets per opening session each athlete competes in for their nearest and dearest. P&G is giving 95% of its corporate ticket allocation away to consumers.

Tell us how you would thank your mum on P&G’s Thank You Mum Facebook page