Apparently four billion times a day, Procter and Gamble brands touch the lives of people around the world. And given the size of the P&G stable – it includes names as varied as Gillette, Always, Pampers, Tampax, Lenor, Oral-B, Pringles – perhaps the most surprising thing is if that figure of four billion looks a little on the low side! The sponsorship relationship between P&G and the Olympic movement dates back to 2010, initially signed for a ten year period and more recently this has been extended to run through to 2028.
As one of the world’s largest advertisers, perhaps the involvement is as good as inevitable, although P&G say they want the sponsorship not only to be a catalyst for growth now, but also a force for good into the future. The company is also eager to promote more diversity at the games through its sponsorship – something which is backed by the “Athletes for Good Fund” which has over the last year issued 52 grants to support athletes who are advancing work in the areas of equality, inclusion, environmental sustainability and community impact.
- Founded 180 years ago – as a candle maker
- P&G in numbers
- Used by 5 billion consumers
- Sold in 180 countries
P&G’s annual report published last summer showed that the company spent a total of US$7.33 billion on advertising in the 12 months to June 2020. That equates to around 10% of sales.
Amazon is widely regarded as the world’s largest advertiser, spending in the region of US$11 billion a year.
P&G uses brand supporting athletes to promote relevant individual products, in the past including Michael Phelps endorsing Head & Shoulders.
For the UK market, three Olympic athletes are being used as part of a P&G campaign to help break down barriers to sport. A survey of UK adults revealed that 54% wanted to try a sport but never did.
With such a universal product offering and the vast majority of consumers already using its products, P&G faces big challenges to stay at the top of its game. Perhaps it’s no surprise that marquee events like this offer the perfect platform for the corporation’s marketing goals.