THANK YOU, MOM!

We show the human face of P&G: it touches us, it touches our hearts, it’s in our everyday lives

Five-ring storytelling: whether we are Olympians or mothers, our struggles are present every day.

With the “Thank you, Mum!” campaign, P&G stepped out from behind its brands to show what social responsibility means to it, to show that it thinks in terms of values and, even if it is a market player in the world, it feels a responsibility for the importance of social messages.

We ran the Thank you, Mum! campaign during two summer and one winter Olympic cycles in Hungary, where we worked with our Hungarian Olympians (Boglárka Kapás, László Cseh, Kristóf Milák, Milán Szabó, Katinka Hosszú) to create a real bond between P&G and the Hungarian customers.

TASK

Implementation of the company’s international, Olympic “Thank you, Mum!” campaign in Hungary and generating related publicity.

SERVICES

CHALLENGE / IDEA / TOOLS

We prepared a multi-stage, integrated PR campaign plan spanning 4 months. We coordinated the media appearances of Olympic champion swimmer Katinka Hosszú, who won the title of campaign ambassador, and her mother, to keep P&G’s messages at the centre. We ran a blog as a central news source. We organised press conferences and roundtable discussions with ambassadors and experts. Finally, we also brought the Rio spirit to life with a product-focused, Brazilian-themed consumer event, on  the World Olympic Day.

RESULT

200 million reach, more than
530 media publications.