P&G temporarily shifted the focus of its Olympic activation messaging from ‘Thank You Mum’ to ‘Thank You Dad’ to coincide with Father’s Day.
It celebrates ‘dads’ and the role they play in supporting their children, whether as father, mentor, coach or just number one fan.
The initiative is part of a wider global campaign that uses the same central idea tailored to local markets by using different Olympic athletes relevant to each region.
For example, in the UK the TVC stars P&G’s Team GB brand ambassador and swimmer Liam Tancock, as well as the more usual P&G front men such as Roger Federer, is running for two weeks (and thus temporarily replacing the ongoing ‘Thank You Mum’ umbrella Olympic work.
Leveraging men’s’ interest in UEFA Euro 2012 football tournament, this short term Gillette branded campaign kicked off with TV ads during the England v France match of 11 June.
The TV work is supported with Facebook activity offering giveaways and competitions launching on Sunday 17 June. This work gives sons and daughters the chance to say an extra special thank you to their own Dad via thye Gillette platform. (see www.facebook.com/GilletteUk and/or use the hashtag #ThanksDad.
The US version of the Gillette dads TVC uses much of the same creative but swaps the British swimmer for US star Ryan Lochte. P&G in the US is also running a Twitter hashtag campaign inviting people to submit the best advice their dad ever gave them using #Herestodad.
The submissions may go on to inform future campaign activity.
Gillette will also continue to talk to dads in the run up to the Games as an extension of its Great Start coaching programme. See previous case study.
A spokesman for P&G says that although the mums campaign looks more broadly at families, it has prompted the question ‘what about dads?’.
This Father’s Day activity gives P&G the opportunity to use one of its leading male brands to celebrate the role that dads play in young athletes’ lives and link it with the Thank You Mum activity.
It works for specific male-targeted brands in the P&G family and dissipates the tight female focus of the main body of London 2012 activity.