TAYLOR GLOBAL, New York / PROCTER & GAMBLE / 2010
P&G announced an alliance with the USOC to become an official sponsor of Team USA for the Vancouver 2010 Olympic Winter Games. The partnership encompassed 18 brands and 16 Olympic athletes. A major challenge was to support P&G’s first-ever corporate campaign in the company’s 170-plus year history, which required an integrated marketing communications plan that would link P&G to its individual brands for the first time ever and promote the company’s corporate purpose of ‘touching and improving lives more completely’ through two programs: ‘Thank You Mom’ and the ‘P&G Family Home.’ Research showed that after years of sacrifice, some Olympic moms couldn’t afford to attend the Games to see their child compete, so the ‘Thank You Mom’ program defrayed the costs of Vancouver travel for all Olympic moms. The overwhelmingly positive consumer and media response inspired P&G to continue the movement to the ‘moms’ of the Paralympic Team. The ‘P&G Family Home’ was a safe, inviting and comfortable environment and a home-away-from-home for athletes and families that engaged consumers and drove corporate and brand messages, including activations for Pringles, Crest, Tide, Pampers and P&G Beauty. PR garnered over 2,800 total placements and more than 2 billion impressions for the program.
PR executed two initiatives to show that P&G truly appreciates moms’ huge sacrifices. The Thank You Mom Program defrayed the costs of Vancouver travel for the moms of all 216 Team USA athletes and was the epitome of P&G’s corporate purpose. We collaborated with the USOC to communicate with moms and announced this program with a Today Show exclusive featuring two Olympic moms who, without P&G, could not have attended the Games. Second was the P&G Family Home in Vancouver, a natural extension of our efforts to help Olympic moms. The Home offered Team USA athletes and families a safe, inviting environment to reunite and enjoy complimentary services including meals, laundry, entertainment and salon services. All told, P&G cleaned 998 bags of laundry, provided 1,371 beauty treatments and more. The overwhelming positive consumer and media response inspired P&G to continue the movement to the 50 U.S. Paralympic Team moms.
• More than 2,800 total placements • More than 2 billion impressions• Thank You Mom, Family Home and On-site Coverage• More than 890 national, regional and top-tier outlets, including the Today Show, Good Morning America, Associated Press and New York Times covered the programs, generating more than 1 billion media impressions• USOC Announcement• Sample placements included Associated Press, Cincinnati Enquirer, FOX Business, The New York Times, generating more than 145,000,000 impressions• Athlete Announcement• Coverage featured Bloomberg, Chicago Tribune, SI.com, USA Today and Yahoo! Total impressions for this announcement eclipsed 388,000,000 • P&G Family Home Announcement• Media coverage included Businessweek.com, FOX Business.com and WSJ.com. The coverage resulted in more than 142,000,000 impressions• Paralympic Games Announcement and Coverage• Coverage featured NYTimes.com, CNBC, ESPN.com, WSJ.com and Yahoo! Total impressions eclipsed 364,000,000 • Coverage in 24 of top 25 DMA markets
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