News Summary: P&G ramps up Olympics markets

AP News
Posted: Jul 11, 2012 4:16 PM
News Summary: P&G ramps up Olympics markets

THE NEWS: Procter & Gamble Co. is debuting its latest Olympics ad that shows child athletes arriving in London and getting ready to compete. The ad comes as P&G ramps up marketing ahead of the London Olympics, which begin July 27.

THE CAMPAIGN: P&G's overall Olympics branding campaign is tagged, "Proud sponsor of moms." It also has 34 marketing initiatives with separate brands from Pampers to Duracell, and is sponsoring about 150 global athletes.

A Russian Ham Sandwich
Derek Hunter

THE CONTEXT: Companies pay millions of dollars for Olympics sponsorships and marketing. They want to attach their names to the feel-good, can-do spirit of the games.