April 17th, 2012
Mothers Will Get the Glory in P.&G.’s Campaign
By TANZINA VEGA
The New York Times
THERE are few things that seem more patriotic than mothers and the Olympics. On Tuesday, Procter & Gamble, the world’s largest advertiser, will announce its new campaign — its biggest ever — called “Thank You, Mom,” focusing on thanking mothers of Olympians and would-be Olympians around the world.
Procter has tried wooing mothers with its advertising campaigns for years, but its latest campaign will be the company’s most global serenade to mothers yet. The campaign is a broader extension of the mothers campaign created by Wieden & Kennedy for the Vancouver Olympics in February 2010. That campaign also focused on the parent company itself and not on Procter’s multitude of individual brands. The company has a partnership with the International Olympic Committee to sponsor the Games from 2012 through 2020.