CINCINNATI — Procter & Gamble, a worldwide Olympic partner, has launched its global P&G "Thank You Mom" campaign in celebration of 100 days to go until the opening ceremony of the London 2012 Olympic Games.
The campaign recognizes and celebrates the moms behind the athletes by thanking moms for all they do, and is a part of P&G’s worldwide partnership with the International Olympic Committee. It marks the biggest campaign in P&G’s 174-year history and will run from now through the end of the Olympic Games.
The campaign launched simultaneously around the world with the digital release of “Best Job,” a short film that celebrates the role moms play in raising Olympians and in raising children. P&G recruited award-winning director Alejandro González Iñárritu to create the film, which is the foundation of the entire campaign. The ad campaign will run online, in social media, TV and print.
The campaign will come to life through a variety of media channels and in-store with a worldwide retailer program from April through August. Olympic Games-themed P&G branded products will be featured in millions of stores across the globe. As a part of the P&G Thank You Mom promotion, P&G has committed to raise $5 million to support local youth sports programs in many countries, through a portion of sales and donations from the company’s brands, including Pampers, Tide, Gillette and Pantene.