Annette & Jason Lamy-Chappuis, nouveaux ambassadeurs Procter & Gamble pour les J.O de Sochi 2014

Jason Lamy-Chappuis et sa mère Annette

Procter & Gamble a décidé de continuer sa campagne « Thank You Mum », qui fut un succès international lors des Jeux Olympiques de Londres 2012. En effet, comme le précisait hier Denis Masseglia, président du CNOSF, P&G était le « seul partenaire à avoir autant de marques impliquées », une quinzaine à l’international. Au total, P&G a reçu 55 récompenses pour l’ensemble de sa campagne de Londres, dont neuf Lions à Cannes, deux Effie et cinq Sabre Awards. Le spot « Le plus beau métier du monde », point d’orgue du dispositif, a remporté en 2012 l’Emmy du meilleur spot TV diffusé en prime time lors de la cérémonie des Creative Arts Emmy Awards à Los Angeles. Sans compter les plus de 21 millions de vues enregistrées.

Le 5 novembre 2013, P&G, TOP Partner du Comité International Olympique, continuera de sponsoriser une trentaine d’athlètes olympiques venant du monde entier et notamment d’Allemagne avec Felix Neureuther, aux Etats-Unis avec Lindsey Vonn, en Russie avec Alexander Ovechkin et Elea Ilynikh ou encore aux Pays-Bas avec Sven Kramer. La marque revient avec une nouvelle publicité, Thank You Mom – Kept us Going, dans laquelle un autre angle de la relation mère-athlète est abordé.

En France, l’ambassadeur P&G sera, après Nikola Karabatic en 2012, Jason Lamy-Chappuis, champion olympique du Combiné Nordique et porte-drapeau de l’équipe de France Olympique, et donc sa mère Annette Lamy-Chappuis.

Jason Lamy-Chappuis & Annette Lamy-Chappuis

Cette annonce marque le coup d’envoi de la campagne « Merci Maman » de P&G alors que les Jeux olympiques 2014 de Sotchi démarreront dans moins de 100 jours.

« Nos marques embrassent l’olympisme d’une façon un peu particulière », explique Marc Pritchard, directeur du marketing mondial et de la stratégie de marque pour P&G. « Nos marques n’ont pas pour but d’être uniquement présentes sur la ligne d’arrivée. Elles accompagnent les athlètes tout au long de leur parcours pour arriver jusqu’aux Jeux, une aventure qui a commencé dès leur plus jeune âge avec leur maman. C’est pour cela qu’en soutenant un athlète, nous rendons à travers nos marques également hommage à sa maman qui l’a aidé à parvenir à un tel niveau » ajoute-t-il.

« Sans ma mère, je ne serais pas l’athlète que je suis aujourd’hui », déclare Jason Lamy-Chappuis. « Je suis fier d’être ambassadeur de la marque Gillette pour ce qu’elle représente en termes de performance, mais aussi parce que P&G a accordé une attention particulière à ma propre maman à travers la campagne Merci maman. »

La campagne P&G pour Sotchi 2014 s’articulera à travers le monde autour des marques emblématiques de P&G. Gillette encouragera les hommes du monde entier à « révéler leur mental d’acier » avec Jason Lamy-Chappuis (combiné nordique), Alexander Ovechkin (athlète olympique russe, hockey sur glace) et Sven Kramer (médaillé d’or néerlandais en patinage de vitesse), P&G Beauty invitera les femmes à « passer un hiver en beauté » cette saison et la campagne Olay® mettra en avant Lindsey Vonn (médaillée d’or olympique pour les États-Unis en ski alpin). Pantene et Elena Ilynikh (espoir olympique russe, patinage artistique) prouveront que les cheveux peuvent résister au supplice de l’hiver et garder leur éclat. Head & Shoulders éliminera les pellicules et insufflera la confiance intérieure avec Evgeni Malkin (athlète olympique russe, hockey sur glace).

En terme de plan d’activation, Procter & Gamble a encore décidé de sortir toute l’artillerie avec des activations en magasin, des campagnes médias et du contenus sur les réseaux sociaux et une série de 28 documentaires, « Raising an Olympian » ou l’histoire d’athlète contée par sa maman. Bien évidemment, Jason Lamy-Chappuis en fait partie, voici le témoignage de sa mère, Annette :

Même si ce deuxième opus de la campagne Thank You Mom semble moins fort que le premier (sans doute aussi lié à l’exposition légèrement moindre des J.O. d’Hiver vs J.O. d’Eté), Procter & Gamble maintient très justement son cap avec son parti-pris qui est de soutenir les mamans qui sont derrière chaque athlète. Considéré segmentant par certains (Bruno Fraioli si tu me lis), je pense qu’au contraire cet insight, lié au final à la cible business de la grande majorité des marques de P&G, a permis P&G de se différencier et de créer un territoire de communication et un lien émotionnel unique et 100% attribuable. De plus, le choix de l’ambassadeur avec Jason Lamy-Chappuis devrait grandement faciliter la tâche de P&G en France, avec un personnage dont l’histoire et le parcours de ce natif du Missoula dans le Montana, aux Etats-Unis sera au coeur des attractions médiatiques durant les Jeux Olympiques de Sochi 2014.

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2 Rétroliens / Pings

  1. Sportsmarketing.fr - Blog publicité & marketing du sport A 1 mois de Jeux Olympiques de Sochi, Procter & Gamble célèbre à nouveau les mamans | Sportsmarketing.fr - Blog publicité & marketing du sport
  2. La France, 9ème pays au JO de Sotchi 2014 selon PwC

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