Earlier this year, P&G partnered with the Mayor of London to run the Capital Clean Up events. P&G’s household brands such as Ariel, Flash and Febreze hosted branded events across the city to pick up litter and remove graffiti.
Marc Pritchard, P&G’s global marketing and brand building officer, told Marketing Week that the activity is part of the legacy P&G hopes to leave after London 2012.
He says: “The legacy really started before the Games, we wanted to help London and make sure that london and the UK could put on a great Games, so we took our brands like Flash and Ariel and cleaned up different parts of the city.
“We’re working on how to help clean up afterwards… it’s something we’d like to do because I think after the Games the city could use a little help.”
Full plans for how the brands will be involved will be unveiled shortly.
P&G is also prepping a host of real time and reactive marketing throughout the Games and has set up ‘newsrooms’ for its brands to work on ways to create campaigns in response to events that occur throughout the Olympics.