Procter & Gamble Launches Global ‘Thank You Mum’

Media release April 18, 2012

Procter & Gamble Launches Global ‘Thank You Mum’ Campaign in Celebration of 100 days to go until the London 2012 Olympic Games

P&G, Worldwide Olympic Games Partner and Proud Sponsor of Mums, Unveils “Best Job” TVC

Procter & Gamble (NYSE:PG), a Worldwide Olympic Partner, has launched their global P&G Thank You Mum campaign in celebration of 100 days to go until the Opening Ceremony of the London 2012 Olympic Games. The campaign recognises and celebrates the mums behind the athletes by thanking mums for all they do, and is a part of P&G’s worldwide partnership with the International Olympic Committee (IOC).

In New Zealand this is P&G’s first dedicated corporate brand campaign. It will consist of a 30 second television commercial called ‘Best Job’, in-store promotions, online advertising, along with social media.

“With just 100 days to go, athletes around the world are being selected to represent their countries at the Olympic Games,” said Marc Pritchard, P&G Global Marketing and Brand Building Officer.

“At P&G we know that getting to the Olympic Games begins at childhood and that on each of these athletes’ journeys to London 2012, there was one person cheering for them louder than anyone…their mums P&G is in the business of helping mums, not just mums of Olympians, all mums, all around the world. So we’re using our voice at the Olympic Games to thank mums everywhere.”

P&G, the company behind brands like Gillette, Pantene, Oral-B, Vicks, Fairy and Ambi Pur, recruited award-winning director Alejandro González Iñárritu to create ‘Best Job’. It was shot on four continents and features local actors and athletes from each location—London, Rio de Janeiro, Los Angeles and Beijing. The ad campaign will run online, in social media and TV. A video detailing the campaign can be viewed at https://www.facebook.com/PGAustraliaNewZealand.

Jeremy Kodomichalos, Head of Corporate Marketing, P&G Australia and New Zealand said: “We loved this spot as we thought it beautifully captured the universal sentiment that mums help us perform our best every day. As Proud Sponsors of Mums, P&G wants to celebrate and thank all mums throughout the Olympic Games and beyond.”

The campaign will come to life through a variety of media channels and in-store with a worldwide retailer program from April through August. Olympic-themed P&G branded products will be featured in millions of stores across the globe.

To make it easy for people to join in the P&G Thank You Mum campaign, P&G is also launching the “Thank You Mum app” that allows people to thank their own mums by uploading personalised content in the form of a video, still image with caption or text-based message. Users will then be able to encourage friends and family to do the same, spreading the word to thank and celebrate mums.

This will be available on the P&G Australia and New Zealand Facebook page: http://www.facebook.com/PGAustraliaNewZealand.

For a full list of assets and information related to the P&G Thank You Mum campaign, including photos and video, visit www.PGThankYouMomMediaCenter.com.

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