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
ctiv
es
-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.”
Progra
mm
ing
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 G
lobal
Appro
ach
-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
Exe
cuti
on
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