P&G sets Olympic bar high

Procter & Gamble aims for its “P&G proud sponsor of mums” messaging for the London 2012 Olympics and recently announced Paralympics sponsorship campaigns, to be as iconic and long-lasting as its Gillette and Fairy liquid campaigns.

P&G announced it had bolstered its 10-year Olympic sponsorship deal by becoming an official partner of the London 2012 Paralympic Games earlier this week.

The “proud sponsor of mums” campaign marks the first time the company has pushed a consumer marketing message under the P&G banner, rather than through a brand from its portfolio, which also includes Pampers and Ariel.

Nathan Homer, P&G’s Olympics project director, says the company aims for the strapline and new positioning to be part of a long-term strategy beyond promoting its London 2012 partnership.

He adds: “Brilliant campaigns like Gillette or Fairy last for decades and sometimes even more than one hundred years. This is the start of one of those journeys, aligning all of our brands together.”

Gillette has used the “The Best a man can get” strapline for decades, while the Fairy liquid bottle featuring a baby and ad jingles are among the most recognised in marketing history.

Homer says P&G has decided to link the portfolio together because in the past consumers were not as interested in corporate governance or CSR values, but the digital world has been a driver in changing public interest in companies.

P&G is currently pushing its Olympics partnership by offering 90% of its corporate ticket allocation to families through on-pack competitions and other promotions.

The company is also partnering with Sainsbury’s to host a family festival that will feature Paralympic athletes and pop acts including The Saturdays and Taio Cruz.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here