Procter & Gamble has launched a worldwide campaign for the London 2012 Olympic games.
The campaign, called “Thank You Mom,” seeks to raise $5 million to help establish and sustain youth sports programs around the world, with a portion of sales and donations coming from such P&G brands as Pampers, Tide, Gillette and Pantene. What’s more, P&G and its brands also will sponsor more than 150 athletes, who will be featured in advertising and retail campaigns to generate sales and donations that will help support youth sports. Athletes supported by P&G brands include U.S. swimmer Michael Phelps (Head and Shoulders) and Swiss tennis player Roger Federer (Gillette), among others.
“We believe that behind every athlete is an even more amazing mom,” said Marc Pritchard, P&G global marketing and brand building officer. “P&G is in the business of helping moms. Through our ‘Thank You Mom’ program we will support not just the moms of Olympic athletes — but every mom who does whatever it takes to make her child’s life the best it can be.”