P&G pushes corporate brand for first time with ‘mums’ campaign

FMCG giant Procter & Gamble (P&G) is launching its first ever consumer-facing corporate brand campaign in the UK that will use the strapline ’proud sponsor of mums’.


P&G has been making preparations to establish the P&G corporate identity on its marketing communications for almost a year.

Wieden + Kennedy has created the TV ad campaign that launches this weekend in order to capitalise on Mother’s Day, April 3.

Activity will run for 18 months in the run up to the London 2012 Olympic Games, which P&G is sponsoring.

Television creative will feature family photos of P&G employees that aim to convey the message that mums are never the focus, but always around in the background.

The final shot from the ad features the ’proud sponsor of mums’ strapline alongside images of a number of P&G brands, including Ariel, Duracell, Gillette, Pampers and Olay.

P&G UK and Ireland managing director and VP Irwin Lee says: “Mums have driven our product innovation and our marketing communications and we’re putting them at the heart of this campaign too.

“Leveraging the scale and collective reach of P&G’s brand portfolio takes our brand marketing to a new level. Today’s consumers expect transparency, authenticity and honesty from the products that they buy and the companies that make them, and unifying all of our brands into a holistic advertising campaign is the perfect way to meet this expectation and to grow our business.”

Television activity will be supported by print activity, which will include an ’open letter’ thanking mums.

The FMCG giant will unveil a documentary “Making of a Modern Mum” on March 29, charting the changing role of UK mums over the past 80 years to coincide with the launch of the brand campaign.

P&G claims its sponsorship of the Olympics is the first to cover multiple brands under one sponsor.

Its Olympic sponsorship will span the next ten years, over 30 product categories and 205 National Olympic Committees to raise awareness of and reward mums’ contributions globally.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

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