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P & G: Proud Moms

P & G: Proud Moms. Chelsea Osborn Kara Wennlund Ashley Weinaug.

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P & G: Proud Moms

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  1. P & G: Proud Moms Chelsea Osborn Kara Wennlund Ashley Weinaug

  2. The purpose of the Proud Sponsor of Moms campaign was to show that the 2012 Olympic athletes were relatable, and “just like everyone else”. It made audiences around the world fall in love with the Olympians and bring them together no matter what country they called home Purpose

  3. -Bring global attention to not only the American athletes but to the P&G company as well. • -Unite athletes & their families around the world Objectives

  4. “While P&G may not be in the business of athletic equipment, sports drinks or athletic apparel, we are in the business of helping Mom.”

  5. Commericals: “Momifestos” “Best job” series “Raising an Olympian” series “Thank you mom” series London “Home Away from Home” Facebook Page: http://www.facebook.com/thankyoumom Programming

  6. -released “teaser” commercials to create anticipation -Over 230 clips -50 executions for “Best Job” -40 executions for “Raising an Olympian” -with these clips, P&G made adjustments for different markets- example: China “Best Job” clip Tactics-A Global Approach

  7. P&G's "Proud Sponsor of Moms" campaign, the biggest corporate effort in P&G's 175-year history Critiques: -Only targeted moms-left out other family members -Didn’t mention anything about products Execution

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