P & G: Proud MomsChelsea Osborn
Kara Wennlund
Ashley Weinaug
Purp
ose
The purpose of the Proud Sponsor of Moms campaign was to show that the 2012 Olympic athletes were relatable, and “just like everyone else”. It made audiences around the world fall in love with the Olympians and bring them together no matter what country they called home
Obje
ctive
s
-Bring global attention to not only the American athletes but
to the P&G company as well. -Unite athletes & their
families around the world
“While P&G may not be in the business of athletic equipment, sports drinks or athletic
apparel, we are in the business of helping Mom.”
Prog
ram
min
g
Commericals:“Momifestos”“Best job” series“Raising an Olympian” series“Thank you mom” seriesLondon “Home Away from
Home”
Facebook Page:http://www.facebook.com/
thankyoumom
Tact
ics-A
Glo
bal
Appr
oach
-released “teaser” commercials to create anticipation-Over 230 clips-50 executions for “Best Job”
-40 executions for “Raising
an Olympian”-with these clips, P&G made
adjustments for different markets- example: China “Best Job” clip
Exec
utio
n
P&G's "Proud Sponsor of Moms" campaign, the biggest corporate effort in P&G's 175-year history
Critiques:-Only targeted moms-left out other family members
-Didn’t mention anything about products