P&G marks 100 days to Olympics

Procter & Gamble is rolling out its first global corporate campaign that will launch in all markets simultaneously to mark 100 days until the London 2012 Olympic Games.


The TV campaign will run under the strapline “The hardest job is the best job”, and highlights the brand’s ‘Proud Sponsor of Mums’ theme.

It features mums from all over the world supporting competitors at every age as they develop from child athletes into Olympians. It culminates in real clips of Olympic athletes winning medals and their mums watching in the stands.

As part of the global activity, P&G is also launching a digital UK based campaign fronted by Dawn French as part of a series of online films called ‘Raising an Olympian’ that tell the stories of a number of British athletes’ mums, including Sir Chris Hoy and Victoria Pendleton.

The campaign has been developed to resonate in diverse markets around the world and draw an emotional response that mums everywhere will do anything for their children, whether they are an Olympian or not.

Nathan Homer, P&G UK and Ireland Olympic Projects Director, says: “It’s the first time we’ve had the same campaign and same message that truly hits all markets and regions at the same time. It’s also recognition of the role digital and social media plays in this launch. To create a big bang online and get trending, it’s important to go with one big consistent push.”

He adds that this kind of global approach will be increasingly adopted by P&G for future campaigns.

Since launching its first P&G corporate branded campaign in the UK last year, P&G claims to have seen increases in trust among UK consumers and a 20% uplift in familiarity and 10% lift in favourability, he says.

He says: “It seems to suggest that if we can find big ideas like Proud Sponsor of Mums and the Olympics, they do have the power to deliver sales in the short term and equity in the long term.”

P&G is also rolling out individual brand campaigns across its portfolio to support the Olympic partnership.

Read Marketing Week’s exclusive profile feature with P&G CMO Marc Pritchard in this week’s Marketing Week (19 April).

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