P&G @ THE OLYMPICS: THE NEW MARKETING MIX
It’s impossible to miss Procter & Gamble’s presence at the Winter Games. What began in 2012 as a long-term relationship with the Olympics has been expertly executed as a fully integrated worldwide marketing campaign as the “Proud Sponsor Of Moms.” The global campaign brings together 34 brands under the P&G umbrella, and will feature sponsorship of 150 athletes. How did they pull this off? The outstanding execution of P&G’s marketing campaign is built on these key pillars:
1. Expanded Sponsorship
2. Tailored Messaging
3. Staying True To Their Brand
4. Bringing Content Marketing To Sports Marketing.
If you’ve been watching the Olympics at all, you’ve certainly seen the omnipresence of Procter & Gamble products and advertising. From razors to detergent to paper towels and skincare, you’ve seen it, heard it and read about it – all from P&G. What struck me as different this year is how cohesive and seamless the brands are integrated into your Olympics experience. Not only are the brands integrated into the viewer’s experience at home, they are very visible on-site in Sochi, Russia too. The P&G presence at the Olympics this year brings a new meaning to the marketing mix of sponsorship + advertising + experience.
It began with P&G Sponsoring the TV Special “How To Raise An Olympian” watched by millions of viewers the night before opening ceremonies. It showcased a handful of athletes and their journey to the Olympics through the eyes of their parents. Heartwarming stories of common people with uncommon talent and how they overcame their individual set of challenges and tribulations to make their dreams come true. The only advertising that ran during the program was for various P&G products. These brands being combined with the charismatic and hopeful stories created a feeling of happiness and gratitude for the viewers. A powerful alignment for any brand – and it was owned exclusively by P&G.
The keynote P&G brands all have their own Olympic-themed ads that are running during the games as well – Pampers showcases how a good night sleep in their diapers could lead your toddler to Olympic greatness. Gillette cleverly plays on the word “hair” as they describe how something so small and insignificant to most of us can be the difference between a winning medal or not at the Olympics. No matter what event you were watching, at what time, or on what channel – you were likely to see any of these P&G commercials a number of times – again creating a positive association between your experience and their brands.
P&G extended their brands and advertising to an on-site “P&G House” in the Athletes Olympic Village stocked with their products for athletes and their families to use. They successfully extended their brand to the grounds of the Olympics and allowed athletes to feel, touch and see the brands in action – at a time when the athletes are likely missing some of the comforts of home. P&G saw the value in having this experience because they are committed to fulfilling their sponsorship 360 degrees to those that they sponsor. Again, they’re not throwing a check at the sponsorship and just walking away – they are walking the walk by adding value and creating a relationship with the people they are there to support.
Even with the new messages and experiences that P&G brought to the Olympics this year, their advertising was still solidly rooted in the foundation of their “Thanks Mom” campaign. They’ve used this campaign during the Olympics for years, so audiences have come to recognize the ads and the tagline. They keenly and skillfully reinvent how it’s being used and showcase different ways to pay homage to moms. This keeps the campaign from getting stale and outdated, and infuses a fresh voice into the advertising every two years.
The brilliance of P&G’s advertising throughout the Olympics is the result of these key components:
1. Extended Sponsorship – they are a key sponsor of the Olympics, which basically gives them the right to use the Olympic logo and name for a (not so small) fee. But they didn’t just throw money at a sponsorship and sit back. They took the sponsorship to the airwaves, to print, and to an on-site experience with meaningful messages that resonated with audiences.
2. Tailored Messaging – each of the brands that advertised during the Olympics uncovered a unique and compelling message about how the product relates to the games or the athletes. They could choose to run their regular TV spots during the Olympics, but instead they created a series of spots to run specifically during this time that will reinforce their sponsorship and align their brands with the feel-good atmosphere of the Olympic events. This is no easy task – thinking of new ways that shampoo and diapers relate to athletics AND the general consumer in a meaningful way.
3. Staying True To The Brand – Building on their “Thanks Mom” campaign continues to build equity in that tagline, while maintaining consistent messaging and voice among the P&G brands during this special time when we rally around our athletes and our country. With each new Olympic season, P&G finds a way to infuse a new component into the campaign, while keeping the sentiment of thanking mom for all she has done. This year, they extended the “Thanks Mom” message with the TV special “How To Raise An Olympian” and with the on-site P&G house catering to athletes and their visiting families. They embraced social media by placing fan engagement front and center with the Twitter presence #thanksmom and #BecauseOfMom.
4. Content Marketing Meets Sports Marketing – As content marketing continues to grow and we look for new ways to infuse brands and products into the social norm of everyday experiences, P&G has demonstrated how to do this with their sports marketing package. They holistically engaged the consumer with timely and compelling messages at different points along their Olympic experience. Sports marketing of yester-year would mean popping up a few banners along the ski slopes, putting a P&G patch on the athlete’s jackets, and maybe an ad or two. P&G has skillfully demonstrated how to include and engage both the athlete, the viewer, and the consumer with their brands in a way in which most people may not even know they’re doing it.