P&G Launches New Ad for Sochi 2014 & Reveals Revenue Expectations

With the Sochi WInter Olympics on the horizon, Procter & Gamble (P&G) – one of the event’s leading sponsors – has launched its latest advertising campaign while revealing it is expecting a modest revenue return for the games.

The company, which makes a number of household goods including Duracell batteries and Gillette razors, revealed in 2013 it had secured a $500 million sales boost for London 2012 but is expecting a third of that figure for the Winter Games.

“The Winter Games aren’t typically as big as the summer Games,” said Marc Pritchard (pictured), global brand-building officer for U.S.-based P&G, which joined the group of 10 leading Olympic sponsors in 2010.

The focus of the new P&G campaign, featuring clips of sports such as skating and skiing to be shown in TV commercials and online, will be on countries where winter sports have large followings, including Russia itself, China, the United States, Canada, Germany and Poland.

Their new advertisement “Pick Them Back Up” will appear in more than 20 countries across the world. The spot will be available online on P&G’s YouTube channel on January 6th and will also be aired on U.S. television, with a notable debut during the Golden Globes on January 12th. The film also features music created by the same world-renowned composer from “Best Job,” Ludovico Einaudi. Known for his emotive and effortlessly lyrical music, Einaudi’s new composition evokes the love, passion and commitment that moms have for their children.

“For winter we found that it’s best to start right after the holidays and then leading up to the Games,” Pritchard said.

The company is again using the “Thank You Mom” message that featured in its London Olympic commercials, underlining the role mothers play in bringing up successful athletes.

“Mom’s contributions to their kids’ lives are full of incredible sacrifices,” said Jodi Allen, P&G VP of North American Marketing and Brand Operations. “We’re so moved by these moms and the way they help their children overcome obstacles to achieve their dreams. As athletes are named to Team USA, we celebrate the person that helped get each athlete there and who picked them up each time they fell – mom!”

The Games have focused attention on Russia’s human rights record and in particular its attitude towards homosexuality.

Pritchard believes the International Olympic Committee (IOC) will ensure the Olympics are not marred by prejudice.

“What we would expect out of the Games is that athletes should be able to compete regardless of their national origin, gender or sexual orientation,” he said.

“We’re fully confident that the IOC will ensure that these Games come … free of discrimination.” {jcomments on}