P&G Shifts Olympic Marketing to Individual Brands for Paris 2024

Procter & Gamble (P&G) is shifting its marketing strategy for the Paris 2024 Olympics, focusing on promoting over 30 of its household and personal care brands, such as Pampers, Gillette, and Ariel, instead of corporate campaigns, with a 50% reduction in US ad spending. The new approach will feature targeted, product-level marketing, in-store and online retail activations, and partnerships with top athletes, aiming to directly connect P&G's products with consumers and athletes on the global stage. This description highlights the primary topic (P&G's marketing strategy for the Paris 2024 Olympics), main entities (P&G, its brands, and athletes), context (Paris 2024 Olympics), significant actions (shift in marketing strategy, reduction in ad spending, and partnerships with athletes), and objective details (targeted marketing, retail activations, and product-level focus) that will guide the AI in creating an accurate visual representation of the article's content.

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P&G Shifts Olympic Marketing to Individual Brands for Paris 2024

P&G Shifts Olympic Marketing to Individual Brands for Paris 2024

Procter & Gamble, a Worldwide Olympic and Paralympic Partner, is changing its marketing approach for the Paris 2024 Games. Instead of focusing on corporate campaigns as in past Olympics, P&G will prominently feature over 30 of its household and personal care brands, including Pampers, Gillette, and Ariel. The shift comes with a 50% reduction in P&G's US ad spending for the upcoming Games.

Why this matters: This shift in marketing strategy reflects a broader trend in the advertising industry, where companies are moving away from traditional corporate branding and towards more targeted, product-level marketing. As a major Olympic partner, P&G's new approach may influence how other brands approach their Olympic marketing efforts.

P&G Chief Brand Officer Marc Pritchard explained the new strategy, stating, "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." The Olympic-inspired marketing campaigns will showcase these trusted products that serve people in their everyday lives.

P&G brands will launch in-store and online retail activations across more than 150 retailers in over 40 countries. The company is also partnering with over 100 top-performing athletes, supporting their endeavors on and off the field through financial resources and grant funding to their preferred charities.

In the Athletes' Village, P&G brands will provide more complimentary services and products to athletes than ever before. Pampers will support the first-ever Olympic Village nursery, while other brands like Pantene, Gillette, Ariel, and Oral-B will offer a range of accessible and inclusive products and services. Six-time Olympic medalist Dame Laura Kenny praised the initiative, saying, "It's incredible to see P&G brands recognize what matters most to athletes and show up for them during the Olympic and Paralympic Games in meaningful ways."

P&G has been a Worldwide Partner of the International Olympic Committee (IOC) since 2010 and recently extended its partnership through the LA28 Games. The company's previous Olympic campaigns, such as the award-winning "Thank You, Mom" series, focused on emotional storytelling and corporate brand-building. The shift to individual brand campaigns for Paris 2024 marks a significant evolution in P&G's Olympic marketing strategy as it aims to more directly connect its products with consumers and athletes on the world's biggest stage.

Key Takeaways

  • P&G shifts Olympic marketing focus from corporate campaigns to 30+ household and personal care brands.
  • 50% reduction in P&G's US ad spending for Paris 2024 Games.
  • New strategy targets product-level marketing, reflecting industry trend.
  • P&G partners with 100+ athletes, offering financial resources and grant funding.
  • P&G brands provide complimentary services and products to athletes in Athletes' Village.