P&G Has Lofty Goals for 2012 Global Multibrand Olympics Push

Hopes to Top '10 Games that Added 10 Points to Consumer Awareness and $130 Million in Sales

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Procter & Gamble Co.launched its "Thank You Mom" campaign for the 2012 London Olympic Games last week with a multibrand effort that aims to raise $5 million for youth sports and support more than 150 athletes.

Marc Pritchard
Marc Pritchard

The athletes sponsored by P&G include U.S. swimmer Michael Phelps for Head & Shoulders and Switzerland's Roger Federer leading a 24-athlete group for Gillette's "Great Start" program.

Wieden & Kennedy, Portland, Ore., is leading P&G's overall global multibrand effort, said Global Brand-Building Officer Marc Pritchard. But every P&G roster agency will be involved for at least one brand, including Saatchi & Saatchi for Head & Shoulders, Pampers and Olay; BBDO for Gillette; Leo Burnett Co. for Always and Tampax and Grey Global Group for Pantene, he said.

P&G's 10-year deal with the International Olympic Committee extends through the 2020 summer games and includes Youth Olympics, at which P&G formally kicked off its program Friday in Innsbruck, Austria.

Mr. Pritchard said 30 P&G brands will be involved in the 2012 global Olympic effort in all spanning multiple countries in an effort considerably bigger than the U.S. program P&G put behind the 2010 Winter Games in Vancouver. That effort, which kicked off the "Thank You Mom" program from Wieden, added 10 percentage points to U.S. consumer awareness of the P&G corporate brand and $130 million in sales, he said, in addition to helping drive home the link among P&G's consumer brands in people's minds.

P&G is hoping for bigger things from the broader corporate effort.

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