Many corporate brands sponsored the Olympic Games in London 2012 but one of them certainly managed to stand out from the crowd with a brilliant advertising idea. ‘Thank you Mom’ was one of the best marketing campaigns of 2012.
What about this year?
With the 2014 Sochi Winter Olympics starting in February (Feb 7-23), there are a number of television commercials being launched by major international brands. More than 2,500 athletes from over 80 countries are ready to compete in Russia.
Two months ago, Procter & Gamble being a Worldwide Olympic Partner decided to kick off one of their best marketing campaigns entitled ‘Thank You Mom’ with a new series. ‘Raising an Olympian‘ features Lindsey Vonn (United States), Felix Neureuther (Germany), Sven Kramer (Netherlands) and Elena Ilinykh (Russia).
Let’s watch the story of U.S. Olympic Gold Medalist Lindsey Vonn and her mother, Lindy.
P&G Best Marketing Campaigns
Raising an Olympian: Lindsay Vonn
According to P&G, the ad series ‘Raising an Olympian’ pays tribute to moms around the world by showcasing the journey of world-class athletes as seen through the eyes of their mothers.
“P&G brands look at Olympic sponsorship through a special lens,” said Marc Pritchard P&G Global Brand Building Officer.
“Our brands don’t just live at the finish line; they’re about the everyday journey athletes take to get to the Games, a journey they started in childhood with their moms. That’s why if a P&G brand sponsors an athlete, we also celebrate the mom who helped get them there.”
“From Pampers to Crest and Ariel, our brands exist to serve moms and their families,” said Pritchard. “So when we look at the determination, commitment and grit that gets an athlete to the Olympic Games, we see the mom who helped teach those things. That’s why our brands are dedicated to not only our athletes, but also supporting their moms.” [P&G Press release, Oct. 28, 2013]
And here’s what U.S. Olympic Gold Medalist Lindsay Vonn had to say in the same press release:
“I am so excited to be part of P&G’s Thank You Mom program and be in the company of some of the greatest athletes in the world, sponsored by P&G and some of the greatest brands in the world. In our training and competitions, we combat all the elements. As a skier, my skin undergoes the most extreme winter conditions. That’s why I trust Olay to keep my skin as healthy as possible.”
Similar to Virgin Atlantic and Apple, P&G understands that marketing and branding is all about people and relationships. It’s about feelings, emotions and the WHY question – WHY should I buy your products and services.
Both Thank You Mom and Raising an Olympian showcase authentic communication that emphasize the importance of the human factor in marketing.
What do you think are the best marketing campaigns of all time? Share your favorites in the comments below.