P&G first launched their ‘Moms’ marketing campaign to correspond with the Vancouver 2010 Olympics. This Month Procter & Gamble is marking Mothers Day and the build up to the 2016 Olympics in Rio de Janeiro, with “Strong”, a new element in the “Thank you, Mom” campaign. Each year, P&G’s Olympic Games campaign is inspired by the research brands like Pampers and Bounty do to create products that work better for moms and families.
It takes someone strong to make someone strong
Children are supported by their mothers through stressful events, including an approaching tornado, a car crash, a stalled elevator, aerial turbulence, and bullying. Procter & Gamble see those same children encouraged by their mothers to work through the challenges associated with training, followed by the exhilaration of competing in the Olympics.
Now for the first time, P&G brands are revealing some of that research in “The Global Mom Report,” offering new insights about what it means to be a mom in today’s world. Among the findings in the report:
IT’S NOT JUST WHAT MOMS SAY OR DO, IT’S WHO THEY ARE
- 91% want their children to feel their presence and the impact of their parenting even when they can’t be together
- 63% of moms agree it’s more important to set a good example for their children than to be involved in every single aspect of day-to-day caring of their children
- After becoming a mom, women said that they appreciated their own mothers more, recognizing her patience (59%), empathy (48%) and emotional strength (52%)
MOTHERHOOD REQUIRES A NEW KIND OF STRENGTH, BUT MOMS ARE RISING TO THE CHALLENGE
- 73% agree motherhood is more complex today than it was in the past
- Nearly all moms (98%) admitted that they did not anticipate the demands of motherhood with nearly two thirds agreeing that they needed to develop greater emotional strength once they became a mom
- Those who receive help with day-to-day care for their children (51%) still feel they’re successfully leading their family (84%)
History of P&G Thank You Mom campaigns
The Thank You Mom campaign, launched in 2012 with “Best Job“, “Kids“, and “Pick Them Back Up” in 2014. To commemorate the 100-day countdown to the London 2012 Olympic Games, P&G launched Thank You Mom global campaign. It is the biggest campaign in P&G’s nearly 175-year history and run from through the end of the London 2012 Olympic Games.
Thank You Mom for Sochi 2014 Olympic Winter Games
Through the Raising an Olympian series P&G is paying homage to moms of athletes from across the globe, bringing to life the daily lessons all moms teach. From their kid’s first steps to their first failures, the series highlights the unconditional love moms give their kids no matter what.
Additional athletes featured in the Raising an Olympian series include Tessa Virtue and Scott Moir (Canadian Olympic Gold Medalists, Figure Skating) sponsored by P&G Beauty products like Pantene and Olay, USA’s Julie Chu who is sponsored by Bounty and Ekaterina Bobrova (Russian Ice Dancer) sponsored by Venus®.
The launch of the Thank You Mom campaign marked 100 days before the start of the Sochi 2014 Olympic Winter Games and is supported by more than fifteen P&G brands around the globe such as Pampers®, Head & Shoulders® and COVERGIRL®.