The US-headquartered FMCG giant wants to take advantage of the Paris 2024 Olympic and Paralympic Games to shine the spotlight on its global brands. The group’s brands will be ubiquitous in the Athletes’ Village and will launch a series of marketing and retail activation campaigns, in addition to partnering with athletes.
A Worldwide Partner of the International Olympic Committee (IOC) since 2010, with brands such has Always, Tide/Ariel, Gillette and Head & Shoulders, P&G wants to take advantage of the period of the Paris 2024 Olympic and Paralympic Games to highlight its brands.
Retail activation
In practical terms, more than 30 P&G brands are launching Olympic and Paralympic Games-inspired campaigns including Pampers, Ariel, Fairy, Gillette Venus, Gillette, Always, Head & Shoulders, Oral-B and ZzzQuil. These campaigns will be supported by in-store and online retail activations across more than 150 retailers in more than 40 countries around the world.
Athletes’ Village
During the Games, P&G brands will be providing complimentary services and products to more than 22,000 Olympic and Paralympic athletes and their staff within the Athletes’ Village, including in the Village Nursery with Pampers; the Beauty & Grooming Salon by Pantene, Head & Shoulders, Mielle, Gillette and Braun; the Dental Clinic with Oral-B; and the Laundry Rooms supplied by Ariel. Each athlete will also receive a P&G’s Everyday Champions Welcome Kit in a Paris-themed reusable bag equipped with brand products such as Oral-B, Head & Shoulders, Aussie, Safeguard and Febreze to support their health and hygiene needs during Paris 2024. In addition, Always and Tampax will provide period protection products in the restrooms throughout the Athletes’ Village.
Partnerships with athletes
Furthermore, P&G and the group’s brands are partnering with more than 100 athletes, supporting their endeavours on and off the field of play in a variety of ways, through financial resources and even grant funding to their preferred charities through the Athletes for Good program. P&G’s full roster of athletes represents 17 countries and 37 sports.
Among them are: two-time Olympic Gold Medalist Clarisse Agbegnenou (Judo, France), partnering with Pampers, Ariel, and Oral-B; Olympic Gold Medalist Niek Kimmann (BMX, Netherlands), partnering with Gillette; three-time Paralympic Gold Medalist Marie-Amélie Le Fur (Para athletics, France), partnering with Always; Paralympic Gold Medalist Alexis Hanquinquant (Para triathlon, France), partnering with Braun, Gillette, Head & Shoulders, and Oral-B; Paralympic Gold Medalist Anastasia Pagonis (Para swimming, USA), partnering with Venus; Two-time Olympic Medalist, Lydia Jacoby (Swimming, USA), partnering with Venus; Olympic Gold Medalist Wang Shun (Swimming, China), partnering with Safeguard.
“Every day, P&G brands provide consumers with high performance products that they trust to meet their daily household and personal care needs for themselves and their families. That inspired us to prominently feature how those superior performing products serve athletes, families and fans so they can focus on achieving their personal best whether on the Olympic or Paralympic stage or in those everyday moments in life that matter,” said P&G Chief Brand Officer Marc Pritchard.
Portfolio
