P&G Family Home

The moving and interesting commercials of the ‘Thank You, Mom’ campaign opened new dimension in the relationship between marketing and sport, putting athletes’ mothers and everyday life in the limelight. In 2010 P&G signed a 10-year cooperation agreement with the International Olympic Committee and became a chief sponsor of the Olympic Games. The company also earmarked USD 25 million for sponsoring young athletes. One of the Thank You, Mom campaign’s pillars was a series of commercials aired on television channels and on the internet, which introduced the long road mothers have to go down before their children realise their dreams in sport. As part of the programme, mothers of Olympic athletes from more than 20 countries were taken to the 2014 Winery Olympics in Sochi by P&G. P&G built a Family Home in the Olympic Village, where they took care of the comfort of athletes and their mothers with their products and the services of the P&G Salon, Pantene, Wella and Head & Shoulders Studios.