Procter & Gamble continuent de supporter les mamans

Etre partenaire c'est bien, mais avoir une histoire à raconter c'est mieux, surtout dans le cas des Jeux Olympiques puisqu'aucune marque partenaire n'est visible durant les événements. Une vraie spécificité en marketing sportif.

Pg_partner_ioc_logo Procter & Gamble, multinationale américaine spécialisée dans les biens de consommation courante à savoir l'hygiène et la beauté (Pantene, Mr. Propre, Ariel ou encore Always), était partenaire du Comité National Olympique américain (USOC) et vient de devenir partenaire des Jeux Olympiques pour les 10 prochains années, couvrant London 2012, Sochi 2014, Rio 2016, et les J.O. 2018 et 2020, ainsi que les Jeux Olympiques de la Jeunesse.

Le groupe aux 22 marques nous offre une belle histoire de marketing sportif car depuis mi-2010, la marque a décidé de s'engager aux côtés des mamans. Ce partenariat, dixit Marc Pritchard, Directeur Marketing & Marque de P&G, est "une association naturelle car il rassemble deux destins similaires: le CIO oeuvre pour l'amélioration de la vie à travers le sport et P&G cherche à améliorer de ses consommateurs actuels et futurs".

La plateforme de sponsoring de P&G, "Thank You Mom" est donc l'extension de la campagne lancée dans le cadre du partenariat avec l'USOC et a vu la marque travailler avec un groupe de mamans d'athlètes, 25 au total, du monde entier. P&G a payé le voyage à ces 25 mamans pour les J.O. de Vancouver 2010. Sur place, P&G a créé un lieu pour les mamans, le "Family Home", lieu unique où elles pouvaient rencontrer leurs enfants et béneficier de quelques moments d'intimé, mais aussi regarder les compétitions dans des conditions privilégiées. P&G a aussi permis aux mamans de ne jamais être "en rade" en leur fournissant des cartes bancaires couvrant leurs frais sur place ("No Mom Left Behind"). Le tout agrémenté de campagnes de pub qui jouent bien évidemment sur le lien mère-enfant et remercient les mères pour leur engagement et leur confiance sans épreuve, avec un magnifique "You'll Never Walk Alone", l'hymne des supporters du club de football de Liverpool

Proctor-480Les mêmes activations ont été implémentées pour les Jeux Olympiques de la Jeunesse et P&G vient d'annoncer la prolongation de son programme d'activation. Aux Etats-Unis, dimanche dernier, un insert press figurait dans quelques journaux afin d'inviter les lecteurs à faire un don pour les "Special Olympics", une ONG dont P&G est partenaire et qui oeuvre pour l'intégration des personnes handicapés mentales dans la société à travers le sport. De plus, une publicité, "What I see", a été réalisée, mettant en avant Molly Hincka, qui a participé aux Special Olympics, et sa mère Kelly Hincka. Cette publicité a déjà été diffusée aux US et le sera mercredi soir lors des People's Choice Awards sur CBS et samedi prochain sur Fox dans le cadre d'une soirée "famille".

Alors certes on peut critiquer P&G d'avoir exclu les pères de leur campagne (un vraiment mouvement pro-père s'est monté suite à l'annonce de la campagne aux US….), mais en tout cas P&G fait un excellent travail autour de son partenariat J.O. et a réussi à produire quelque chose de cohérent, sur la durée. Un exemple à suivre pour bon nombre de marques!

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