Monday, July 9, 2012
Procter & Gamble Olympic Marketing Takes the Gold
Hunter Communications recommended reading from:
The Network for Good
Link to Article:
4 Reasons P & G Takes the Olympic Marketing Gold
Procter & Gamble, the "proud sponsor of moms", has taken its marketing slant into the Olympic arena with last year's Special Olympics campaign and now its foray into the crowded London 2012 derby. By focusing on the moms of Olympic athletes, the conglomerate reinforces its own branding identity and brings attention to the human element of the Games.
Excerpt: "P&G calls itself a ‘proud sponsor of moms’ and much of its brand portfolio (Pampers, Bounty, Tide, Dawn) marketing efforts are targeted to the mom demographic. It makes organic sense to create an Olympic marketing campaign around moms and celebrate the moms of Olympic athletes and hopefuls. P&G seeks to use its voice as an Olympics sponsor to thank every mom in the world.
This year’s ‘Thank You, Mom’ campaign builds on the foundation of the 2011 version of the campaign leading up to the Special Olympics. P&G thanked the moms of Special Olympics athletes and made a donation to support Special Olympics Team USA reach the 2011 Special Olympics World Summer Games in Athens, Greece. There was also a digital engagement component where a ‘like’ on P&G’s Facebook page unlocked a $1 donation to the Special Olympics. "