CorpComms Magazine

Procter & Gamble is to extend its 'Thank you Mom' campaign around the world in the run up to the London 2012 Olympics. 

The 'Thank you Mom' campaign, which was first introduced during the 2010 Winter Olympics, will raise $5 million to help establish and sustain youth sports programmes across the globe. 

The global campaign will involve around 30 big Procter & Gamble brands including Gillette, Head & Shoulders, Olay and Pantene, which will each contribute a portion of sales and donations.

Procter & Gamble, which is a tier one sponsor of London's Olympic Games, is sponsoring 150 athletes, including American swimmer Michael Phelps and Team GB heptathlone star Jessica Ennis, who will feature in advertising and retail campaigns to generate sales. Ennis is associated with Olay, while Phelps will promote Head & Shoulders.

The company outlined its plans on Friday at the start of the first Winter Youth Olympic Games in Innsbruck, Austria. It will also help thousands of the competitors' mothers experience The Olympics.

Marc Pritchard, global marketing and brand building officer at P&G, said: 'P&G is in the business of helping moms. Through our 'Thank You Mom' programme, we will support not just the moms of Olympic athletes but every mom who does whatever it takes to make her child's life the best it can be.'

The consumer goods manufacturer is not the only London 2012 sponsor to target the mum demographic. Sainsbury's is also hoping to win over the affections of mothers with its Paralympic sponsorship after its research showed the Paralympic Games resonated with the audience. 

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