P&G to Promote Individual Brands at 2024 Olympics Instead of Corporate Name

By Thea Felicity

May 14, 2024 09:34 AM EDT

P&G NYC Pride Parade
NEW YORK, NEW YORK - JUNE 30: Procter & Gamble celebrates Pride with branded trikes and employees in the World Pride Parade on June 30, 2019 in New York City.
(Photo : Bryan Bedder/Getty Images for P&G)

Procter & Gamble (P&G), a prominent Olympic sponsor and one of the world's largest advertisers, is embarking on a significant transformation for the Paris 2024 Olympics. Departing from its traditional corporate-focused campaigns, P&G is now directing its spotlight toward individual brands like Pampers, Gillette, and Ariel.

This strategic shift is a departure from P&G's emotionally impactful corporate campaigns, such as the highly successful 'Thank you, Mom' series. These campaigns, which celebrated the mothers of athletes, not only resonated with viewers but also drove significant sales. 

P&G's Chief Brand Officer, Marc Pritchard, has clarified that this new focus is a testament to the company's commitment to its customers. It aims to cater to those who are already familiar with the individual brands, fostering a sense of connection and recognition.

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P&G Olympic Advertising

Over the years, P&G has reduced its spending on Olympic advertising in the US by 50% over the last few Games, according to Reuters. Instead, the company's most prominent marketing push will be in Europe, the host region for the upcoming Olympics, where campaigns will promote P&G products as "everyday champions" in household tasks.

With this move, the company ensures its marketing resonates more directly with consumers by focusing on the products they use daily, particularly during high-visibility events like the Olympics.

Now, P&G plans to launch campaigns for over 30 of its brands during the Paris Games, the highest number to date, which will be part of its massive advertising budget of $8 billion.

Currently, sales in the US and Europe have been strong amid high inflation, which adds to their annual sales of approximately $82 billion. However, like most Western companies, P&G has faced challenges in the Chinese market, impacting overall performance. 

READ MORE: P&G sales dive to its lowest in 7 quarters, but profit beats expectations

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