P&G: Thank You Mom, But Here’s to Dad


With such brands as Tide, Charmin, and Bounty in its massive brand family of consumer packaged goods, Procter & Gamble has long focused its marketing push toward the mothers of the world. Even now, in a world where the stay-at-home-dad population is growing and U.S. women are heading toward out-earning their husbands, P&G still pays tribute to mom in much of its marketing.

Its current global campaign, called “Thank You Mom,” celebrates the mothers of Olympic athletes, and P&G will take some of those women to the Games in London this summer. While we can all agree that moms rock, P&G is smartly taking a break so it can focus on dads, even for a bit. With Father’s Day coming up this weekend, P&G’s Gillette brand launched dad-centric TV ads during the England-France Euro 2012 tie game on Monday.

Gillette’s pre-Father’s Day U.S. campaign pitch for the spot at top:

Gillette is searching for the greatest fatherly advice ever. Visit us on Facebook, or use #HeresToDad on Twitter between June 7 and 17 to share your dad’s words of wisdom. This commercial celebrates Dads everywhere, by recognizing the man behind the athlete…the man behind all of us. “Here’s to Dad. The Best a Man Can Get.”[more]

And in the U.K., the “Thank You Mom” will be replaced for two weeks with similar advertising (watch below) aimed at fathers. It’s “supported with Facebook activity offering giveaways and competitions launching” on Father’s Day, according to Marketing Week.

P&G tapped tennis star Roger Federer, British Olympic swimmer Liam Tancock and U.S. Olympic sprinter Tyson Gay singing their father’s praises and the company is encouraging folks to share the best piece of advice their dad ever gave them on Twitter with the hashtag #ThanksDad — directing Dads to enter an Olympic ticket giveaway contest on its UK Facebook page on Sunday, June 17th.

Gillette UK’s Twitter marketing: