P & G: Proud Moms

P & G: Proud MomsChelsea Osborn

Kara Wennlund

Ashley Weinaug

Purp

ose

The purpose of the Proud Sponsor of Moms campaign was to show that the 2012 Olympic athletes were relatable, and “just like everyone else”. It made audiences around the world fall in love with the Olympians and bring them together no matter what country they called home

Obje

ctive

s

-Bring global attention to not only the American athletes but

to the P&G company as well. -Unite athletes & their

families around the world

“While P&G may not be in the business of athletic equipment, sports drinks or athletic

apparel, we are in the business of helping Mom.”

Prog

ram

min

g

Commericals:“Momifestos”“Best job” series“Raising an Olympian” series“Thank you mom” seriesLondon “Home Away from

Home”

Facebook Page:http://www.facebook.com/

thankyoumom

Tact

ics-A

Glo

bal

Appr

oach

-released “teaser” commercials to create anticipation-Over 230 clips-50 executions for “Best Job”

-40 executions for “Raising

an Olympian”-with these clips, P&G made

adjustments for different markets- example: China “Best Job” clip

Exec

utio

n

P&G's "Proud Sponsor of Moms" campaign, the biggest corporate effort in P&G's 175-year history

Critiques:-Only targeted moms-left out other family members

-Didn’t mention anything about products