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Procter & Gamble
Proud Sponsor of Moms

RAN IN: United States, Canada

CLIENT
Procter & Gamble

Marc Pritchard - Global Mktg. & Brand Building Officer
Janet Fletcher - Assoc. Mktg. Director
Randall Smith - Assoc. Mktg. Director

AGENCY
Wieden+Kennedy *Lead Agency

Danielle Flagg - Creative Director
Eric Gabrielson - Acct. Director
Ginny Golden - Creative Director
Jesse Johnson - Acct. Supervisor
Francine Li - Mgmt. Supervisor
Karl Lieberman - Creative Director
Lisa Prince - Brand Strategy Director


Carat


GMR Marketing


Taylor Strategy


DeVries Global


SUMMARY

Can one big brand idea create additional value that drives sales for a portfolio of long-established and well-differentiated brands? For 175 years, P&G, the company, was always the silent giant behind its many powerful brands. The Olympics gave P&G an opportunity to have a point of view that would resonate with millions of people. P&G is not in the business of helping athletes be better athletes. But they are in the business of helping their moms. P&G would celebrate mom and thank her for all that she does.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Sponsorship, P&G Family Home which P&G created in London to serve Moms and families of Olympians.

Audience: Women, Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National,Multinational

Language: English