P&G Sponsors the 2010 Olympic Winter Games
Agency: Taylor Global, Inc.
Client: Procter & Gamble
In 2009, Procter & Gamble announced an alliance with the U.S. Olympic Committee to become an official sponsor of Team USA for the Vancouver 2010 Olympic Winter Games. The partnership encompassed 18 brands and 16 athletes. But although its brands are in almost every household, this was the first-ever corporate campaign in the company’s 170-plus year history. Therefore P&G was not only competing for attention as an Olympic sponsor, it felt it was also introducing itself to America as a brand.
The campaign’s goal was to have consumers recognize brands like Tide, Pampers and Pringles as P&G products. Meanwhile, the public relations objective was to own positive corporate and brand media coverage during the Olympic Games. A goal of 1 billion media impressions was set.
Taylor Global developed two programs: ‘Thank You Mom’, which was created to help defray the costs of Vancouver travel for all 200+ Olympic moms and 50+ Paralympic moms; and the ‘P&G Family Home’, a place where athletes and their families could go to be together, featuring the Pringles Snack Lounge, Crest and Oral-B Smile with U.S.! Center, Tide Laundry Center, Pampers Village and the P&G Beauty & Grooming Salon & Spa. Events were designed to tell a story specific to each product while leveraging the appeal of Team USA athletes and family members.
Marketing support included advertising, public relations, in-store merchandising, mobile, digital and direct mail. Public relations garnered over 2,800 total placements and more than 2.6 billion media impressions for the duration of the Vancouver 2010 Olympic Winter Games and Paralympic Games. The P&G Family Home received more than 12,000 visitors; 998 bags of laundry were cleaned at the Tide Laundry Center; 1,371 treatments were given in the salon and spa; 1,991 photos were taken in the Crest Smile with U.S.! studio and 67,200 Pringles were eaten. Overall, P&G posted its highest market share of the year.