Procter & Gamble to Extend Mother-Centric Campaign at Olympics

Procter & Gamble, the giant marketer of household staples, will expand a popular advertising campaign around the world in connection with its sponsorship of the 2012 Summer Olympics.

The campaign was introduced in the United States during the 2010 Winter Olympics and has subsequently appeared in markets like Britain, Canada and Latin America.

Created by the Wieden & Kennedy ad agency, the campaign proclaims Procter a “proud sponsor of moms” and thanks mothers on behalf of their children. It began with a focus on the Olympics and has since appeared in connection with events like the Special Olympics, Mother’s Day and the Pan American Games.

Now, the campaign, carrying the theme “Thank you, Mom,” will go global, involving about 30 big Procter brands like Gillette, Head & Shoulders, Olay, Pampers, Pantene and Tide.

The International Olympic Committee has tiers of sponsorships for marketers, and Procter is at the highest tier, along with 10 other companies like McDonald’s. (As it happens, on Friday, the I.O.C. and McDonald’s said that McDonald’s had extended its sponsorship agreement through 2020.)

Procter and its brands will sponsor more than 150 athletes who will compete at the Summer Games in London, among them the American swimmers Ryan Lochte and Michael Phelps; Roger Federer, who will play tennis for Switzerland; Paula Radcliffe, an English long-distance runner; and the Chinese badminton player Lin Dan.

The campaign will also include donations to help youth sports programs around the world. The goal is to raise $5 million.

Procter described its plans on Friday at the start of the first Winter Youth Olympic Games in Innsbruck, Austria. There will soon be digital ads to promote the campaign, on the Procter Web site, and, starting in May, there will also be commercials on television.

The promotions will include a video clip, created by Wieden & Kennedy, that was described by Marc Pritchard, global marketing and brand building officer at Procter, as a “mommy-festo” for the “Thank you mom” campaign.

“We found this ‘Thank you mom’ idea can extend to a lot of different things,” he said in a phone interview from Innsbruck.

By Stuart Elliott

http://mediadecoder.blogs.nytimes.com/2012/01/13/procter-gamble-to-extend-mother-centric-campaign-at-olympics/

It was fun, an extraordinary human encounter and a great satisfaction to translate and interpret the interview see the training and participate at the shooting of the video clip story of Radmila, Luca and Nikola Karabatic in Montpellier.

Nikola Karabatic played on the French national handball team that received bronze medals at the 2008 European Men's Handball Championship. He was top scorer at that championship together with Ivano Balić and Lars Christiansen, and was also voted as Most Valuable Player at that championship. Despite his young age (1984-04-11), he is considered to be one of the best and most complete handball player of the world  since Summer 2008. He also won the gold medal with France at the 2008 Summer Olympics in Beijing. He will be playing at the Olympic games London 2012.

Procter & Gamble lance sa campagne "Thank You Mom" 05/03/2012
source: http://www.olympic.org/fr/lecteur-multimedia/all-photos/2012/02/05/procter--gamble-lance-sa-campagne-thank-you-mom-03/