Procter and Gamble (P&G)
When spectators were barred from the delayed Tokyo 2020 Olympics, P&G owned skincare brand SK-II switched its activation to a campaign helping female-owned Tokyo businesses stay afloat during the pandemic restrictions.
In December 2020, P&G leveraged its multiple Olympic-related partnerships for a TikTok campaign that celebrated individual acts of love recognising how Tokyo 2020 was different from all previous Games.
P&G detergent brand Tide promoted its ‘Tide Hygienic Clean’ product with a Peyton Manning-fronted NFL activation running from September 2020 to February 2021.
P&G beauty brand SK-II reacted to the pandemic-enforced delay of the 2020 Tokyo Olympics by pivoting to a tactical, social-first campaign targeting young Japanese women and fronted by swimmer Rikako Ikee.
Procter & Gamble deodorant brand Secret kicked off conversation about women in sport with a Super Bowl LIV ad spot involving US women’s soccer superstar Carli Lloyd.
Bundesliga club Bayern Munich has extended its Gold Partner deal with US consumer goods giant Procter & Gamble
Regional grocery chain Giant Food and consumer goods corporation Procter & Gamble have returned as sponsors of the Washington Wizards’ esports team in the NBA 2K League.
The Football Association has signed a new, two-year partnership with P&G-owned shampoo brand Head & Shoulders as it cashes in on the team’s World Cup success this summer.