P&G readies Father’s Day push

Procter & Gamble is switching the focus of its Olympic Thank You Mum campaign to focus on dads in the run up to Father’s Day this weekend.


The Gillette branded campaign kicked off with TV ads during the England v France Euro 2012 game yesterday (11 June).

The activity is part of a global campaign that uses the same creative idea tailored to local markets by using different Olympic athletes in each region.

UK TV activity, starring Gillette brand ambassador Roger Federer and P&G’s Team GB brand ambassadors Liam Tancock (pictured) will run for two weeks replacing P&G’s mum-focused messaging.

It will be supported with Facebook activity offering giveaways and competitions launching on Sunday (17 June)

Gillette will also continue to talk to dads in the run up to the Games as an extension of its Great Start coaching programme.

In the US, the Gillette dads campaign stars sprinter Tyson Gay alongside Federer. P&G in the US is also running a Twitter hashtag campaign inviting people to submit the best advice their dad ever gave them using #Herestodad. The submissions may go on to inform future campaign activity.

A spokesman for P&G says that although the mums campaign looks more broadly at families, it has prompted the question “what about dads?”.

The Father’s Day activity gives P&G the opportunity to use one of its leading male brands to celebrate the role that dads play in young athletes’ lives and link it with the Thank You Mum activity.

P&G also aims to grow awareness that Gillette is part of P&G as it was only acquired in 2005.


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 3711 or email subscriptions@marketingweek.com

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