This is classic P&G marketing. As part of the 2010 Winter Olympics campaign, Procter & Gamble did not simply stop at sponsoring the US Olympic team. It has launched a Thank You, Mom programme, based on the insight that ‘celebrates that special person in the lives of Team USA athletes who supports their child selflessly to help them succeed’. Brilliant. It includes a TV commercial which sums up the ideas as ‘to their moms they will always be kids’.
Agency: W+K, Portland
And the programme is not simply about making a 60-second TV commercial. It will ‘defray the cost of travel and accommodations, allowing moms to support the athletes in person during the Games’. The website serves as a hub for mom blogs, tweets, Thank You messages, videos and photos. According to the W+K blog, the agency also designed the Procter & Gamble ‘Family Home’, a meeting place for athletes and families to watch events, eat, and pick up tickets.
Nice universal insight and campaign ideas which don’t just pay lip service to thanking moms. Loved it.