Following its launch of the UK "Thank You Mum" campaign last year for the London Olympics, Procter & Gamble has launched its "Thank You Mom" Olympics campaign internationally with a multi-brand effort that aims to support more than 150 athletes.
The athletes sponsored by P&G include U.S. swimmer Michael Phelps for Head & Shoulders and Switzerland's Roger Federer leading a 24-athlete group for Gillette's "Great Start" programme.
Wieden & Kennedy, of Oregon, leads the overall P&G global multi-brand effort, reports AdAge. It is the company's first global effort and its biggest , said Global Brand-Building Officer Marc Pritchard.
But every P&G agency will be involved in the effort for at least one P&G brand, including Saatchi & Saatchi for Head & Shoulders, Pampers and Olay; BBDO for Gillette; Leo Burnett Co. for Always and Tampax and Grey Global Group for Pantene, he said.
P&G's 10-year deal with the International Olympic Committee runs through the 2020 summer games and includes Youth Olympics, where P&G formally kicked off its programme on Friday in Innsbruck, Austria.
Pritchard said 30 P&G brands will be involved in the 2012 global Olympic effort across multiple countries.
The effort is effort considerably bigger than the U.S. programme P&G put behind the 2010 Winter Games in Vancouver.
That effort, which kicked off the "Thank You Mom" program from Wieden was big success. It added 10 percentage points to U.S. consumer awareness of the P&G corporate brand and $130 million in sales,said Pritchard. It also helped drive home the link among P&G's consumer brands in people's minds.