Procter & Gamble: London 2012 Olympic Games – Thank You Mom

Wieden + Kennedy

Background

P&G is the world's largest and most profitable consumer packaged goods company. It has built a portfolio of 25 billion dollar brands – each of which generates from $1 billion to more than $10 billion of sales each year. This includes brands like Pampers, Gillette and Tide — which span a range of product categories and are household names around the world.

While P&G growth has been strong in developing markets, it has been weaker in developed markets, due to slower market growth and declining market shares. These share declines were driven primarily by consumer value issues on key brands in several large categories because of price increases taken to recover higher commodity costs, which P&G competitors did not take, and increased promotional activity by competitors (source: 2012 P&G Annual Report).