Procter & Gamble has enlisted British Olympian Jessica Ennis-Hill for its Rio ad campaign which is praising mothers and the pivotal role they play in an athlete’s journey to the games.
The “Thank You, Mum” campaign will see Jessica, now a mother herself, partner with Pampers, Olay, and Venus, to celebrate mums in the UK ahead of Mother’s Day on Sunday (6 March).
P&G is an official Rio partner and as part of its promotion of the games many of its products will feature Olympic themed packaging and displays.
The London 2012 Olympic gold medallist said: “I am so proud to be working with Pampers, Olay and Venus. As a new mum, Pampers helps me give Reggie the best care every day. Olay and Venus help me to take care of myself. Not only that, but as part of P&G’s Thank You Mum campaign, they are celebrating my own mum, who has been a driving force and inspiration in helping me realise my dreams.
Jessica added that her own mum has been “a huge influence and support, so it means so much that P&G and all their brands, that support mums every day, are recognising her as well.”
P&G UK marketing director, Roisin Donnelly, said: “Our brands live in the everyday moments that make up the journey all mums take with their kids, so that’s why when we partner with an athlete, we also celebrate the mum who raised them.”
The campaign’s approach is built upon findings in its new “Face of Modern Motherhood” study which spoke to over 1,000 mothers in the UK to try and identify the challenges facing mothers today and the qualities needed to raise a well-rounded athlete.
The study revealed that 69 per cent of UK mums said becoming a mother made them re-evaluate the way their mother raised them and 57 per cent agreed that it’s more important to set a good example for their children than to be involved in every aspect of their daily care.
P&G’s motherhood focus builds on its London 2012 campaign which took a unique perspective to its involvement through its “proud sponsor of Mums” message. Similar to its London 2012 involvement the brand will support athletes, mums and families on the ground in Rio at the P&G Family Home. The facility serves as a ‘home away from home’ for mums and families to experience P&G brand services, relax and watch the events.