P&G readies Olympic family campaign

P&G is to use the friends and families of British athletes competing at the London Olympics in the latest stage of its 2012 activation campaign.


Their stories will feature in ads and content across traditional and digital media in the run up to the Games next year as part of its “Nearest and Dearest” campaign, an extension of the existing “Proud sponsor of Mums” activity.

P&G brands’ websites and the FMCG company’s Super Savvy Me online community will be used. IPC Media titles such as Woman’s Own and Woman’s Weekly will carry Nearest and Dearest content following a recent deal with the publisher.

Nathan Homer, P&G Olympics project director, says “How we’ll communicate that and talk to the public about it is to tell those stories of the athletes’ nearest and dearest. We’ll bring them to life through the parents of our brand ambassadors through traditional media, editorial and great digital online campaigns.”

“These stories are essentially about mums raising good kids – they just happen to be Olympic athletes. Its an opportunity to take that to everyday mums. Our brands are the way to do that.”

P&G has partnered with the British Olympic Association and British Paralympic Association (BPA) for the campaign.

The company will offer every British athlete a pair of tickets so that their family can see them compete at their first event in the Games or Paralympic Games.

It will also host a “Nearest and Dearest lounge” in GB house where friends and can meet and spend time with the athletes during the Games.

The lounge will feature branded areas for products such as Olay, Gillette and Pampers that can offer a practical benefit. For example, a Pampers baby changing area.

P&G will also host 14 roadshows across the UK to give friends and families of British athletes information and guidance about how they can support the athletes in the run up to the Games. An online forum for families of athletes to keep in touch and share their experiences will also be available.

Activity will also be launched across individual brands to support the Proud Sponsor of Mums campaign. Campaigns that will “bring the corporate and brand activity together” will start to roll out in January.