Household goods company and International Olympic Committee TOP sponsor Procter & Gamble is aiming for one third of its return from the London 2012 Olympics at the Sochi 2014 winter Games.
The company, which boast male shaving and grooming brand Gillette and Duracell batteries amongst its vast portfolio, launched its Sochi 2014 advertising campaign on Monday – once again using its ‘Thank You Mom’ slogan referencing the role of supportive parents in nurturing star athletes.
P&G enjoyed an estimated $500m (€368m) sales boost from London 2012, but the comparatively lower profile of the winter Olympics has seen expectations scaled down accordingly.
“The winter Games aren't typically as big as the summer Games,” Marc Pritchard, global brand-building officer for P&G, told the Reuters news agency. “For winter we found that it's best to start (the advertising campaign) right after the holidays and then leading up to the Games.”
In 2010, P&G became a worldwide partner of the IOC for five editions of the Olympics, starting with London 2012. Coca-Cola, Atos, Dow, GE, McDonald’s, Omega, Panasonic, Samsung and Visa are the other brands to benefit from TOP sponsor status.