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

ctiv

es

-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.”

Progra

mm

ing

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 G

lobal

Appro

ach

-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

Exe

cuti

on

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