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The company, based in Cincinnati, also is counting on its Olympics campaign to drive sales in its most profitable countries. P&G worked with retailers in those markets to create multi-brand displays in stores, supported by TV and print advertising. It also plans to air the P&G corporate TV spots, including "Kids," in these countries. "We designed the program to be global, to ensure that we would be successful in top markets," Pritchard says. In the U.S., P&G's corporate campaign kicked off in April with its first "Thank You, Mom" TV spot. It also has a dedicated "Thank, You Mom" Facebook page and app that allows people to send "Thank you" messages to their mothers. The company considers that campaign a success so far. It has had 19 million views of "Best Job," a short film on the Facebook page and Youtube. "Kids," which debuted on Wednesday on the company's Facebook page, will air on TV globally in coming days. It is also on the "Thank you, Mom" page, as well as Youtube.com Many of the company's separate brands also have campaigns. For example, Pampers diaper brand rolled out an ad in April showing babies climbing a chair as if it were an Olympic sport. It is also selling limited edition U.S.A. diapers and baby wipes in the U.S. Pantene hair products brand has named 11 Olympic athletes its "beauty ambassadors," appearing in ads. In one, Natalie Coughlin, a U.S. swimmer, says she trusts Pantene to "keep my hair beautiful." And a campaign for Duracell batteries, tagged "Rely on Copper to go for the gold," features U.S.
taekwondo Olympians Diana and Mark Lopez. The overall P&G "Proud sponsor of moms,' campaign "allows us to create a unifying theme under which all the brands come together," Pritchard says. ___ Online:
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