By Barry Janoff
October 18, 2013: Tide, Bounty, Gillette, CoverGirl, Swiffer and Duracell are among the brands from Procter & Gamble that will be in play during the 2014 Winter Olympics, including supporting athletes, driving fan awareness and supporting P&G's "Raising An Olympian," "Thank You Mom" and other marketing activations.
P&G has been a global marketing partner of the International Olympic Committee since 2010.
Procter & Gamble Canada has aligned with the Canadian Olympic Committee and the Canadian Paralympic Committee to sponsor 12 Canadian Olympic and Paralympic hopefuls who hope to represent their nation in the 2014 Olympic and Paralympic Winter Games in Sochi.
The athletes include John Tavares (Canadian hockey team and captain for the NHL's New York Islanders), Tessa Bonhomme (member of the Canadian women's 2010 Olympic gold medal winning hockey team), Tessa Virtue (world champion figure skater), Maëlle Ricker (snowboarder) and Charles Hamelin (short track speed skater).
Separately, P&G Canada Procter & Gamble has signed a four-year alliance with Hockey Canada, under which P&G would "support the advancement of hockey in Canada from grassroots to high performance programming."
P&G said that would include sponsorship of such events as the National Women’s Under-18 Championship, World Sledge Hockey Challenge, World Junior A Challenge, World Under-17 Hockey Challenge, TELUS Cup – Canada’s National Midget Championship, Esso Cup – Canada’s National Female Midget Championship and RBC Cup – Canada’s National Junior A Championship.
“These 12 Canadian athletes are some of the best in the world at what they do and their commitment to excellence inspires us,” said Thom Lachman, president for Procter & Gamble Canada, said in a statement. “When a P&G brand supports an athlete we celebrate more than just their performance at sport. We also celebrate their everyday journeys and the amazing moms who helped them along the way.”
“When P&G supports an athlete we celebrate more than their performance. We also celebrate their everyday journeys and the amazing moms who helped them."
Regarding the support of Hockey Canada, Lachman said, “When P&G supports an athlete, we also celebrate their mom because after all, champions aren’t born, they’re raised that way. By joining forces with Hockey Canada, we hope to inspire a new generation of up-and-coming hockey talent and spotlight those who help them achieve the pinnacle of their game – Hockey Moms.”
As the “Proud Sponsor of Hockey Moms,” P&G said it would provide Team Canada with funding and high performance products that "match the strength and grit needed to face the world’s toughest competition on the ice."
As part of its Olympic Games support, P&G said it would unveil new creative in its “Thank You Mom” campaign, and also use its “Proud Sponsor of Moms"platform to "celebrate around the world for all that they do for their children every day."
The 12 P&G-sponsored Canadian athletes are:
- Meghan Agosta-Marciano, Ice Hockey
- Tessa Bonhomme, Ice Hockey
- Rosalind Groenewoud, Freestyle Skiing
- Charles Hamelin, Short Track Speed Skating
- François Hamelin, Short Track Speed Skating
- Kaillie Humphries, Bobsleigh
- Scott Moir, Figure Skating
- Jon Montgomery, Skeleton
- Maëlle Ricker, Snowboard Cross
- John Tavares, Ice Hockey
- Tessa Virtue, Figure Skating
- Greg Westlake, Sledge Hockey