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P&G Olympics Program Marketing Director Janet Fletcher on the success of the company’s “Thank You Mom” campaign and Patrick and Jeanne Dwyer...
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Sandra David that look these sponsors set up all kinds of houses throughout London.
For the families of their athletes where they can get a bite to eat just hang out.
But do they also do their laundry for them to do well when your Procter & Gamble and you don't -- laundry detergent well then yes you do their laundry or that we went over to the Procter & Gamble house that basically what it is is of the -- market section of London.
It has a tide laundry area don't laugh and they did 998.
Loads of laundry at the Vancouver games alone the maker -- all.
Cover girl and -- -- also offers the moms all kinds of beauty services.
Including.
Patriotic -- painting where they will do little flags on your nails or -- -- blue nails.
Then there's the to -- man -- it's very popular with the athletes dad's.
And that the little ones can roam freely at what they call the Pampers playground -- so adorable that kids are running around and they're playing on toys and they get to watch Dora the Explorer just have a great time while the parents just get to take a chill pill now.
For Procter & Gamble it's been a long time since Olympic commercials actually made people cry but.
If you look at how many hits on YouTube -- ad campaign has been getting.
The ad campaign called thank you Bob -- than some serious tears are being shed.
They built this entire campaign not around the athletes.
But around the athletes mothers yes and we caught up in -- Fox Business exclusive with the woman behind the campaign she's a 24 year long veteran of Procter & Gamble.
And she actually believes that this campaign will quintupled the company's Olympic profits.
I mean angry -- anything -- Visit equally amazing my.
My for their kids and their -- -- more than fourteen day after.
That very little until they become olympians and -- team the -- connection.
On the.
What's that what's unusual about that I would say you tell me is that usually when the sponsors are here they're trying to figure out how to say.
Our brand contributes to people's lives instead you took the flip side we did take yeah it's it translating into real dollars success.
It is it is Wheeler.
Surprised.
That the level.
Considering tightening would -- campaign I think you've not seen each evening Hoover.
We generated over a hundred million in incremental sales just from one country and now from London we're expecting -- That is separate us an exponential jump man it is what's behind that and how do you hit that target we honor at.
RI CE constitution allows is -- Commercialize his her image can be informed markets.
So that's the face he reluctantly getting any -- is we had at one country program it's now global.
I am thinking.
Of your part two of this thank you dad I didn't -- -- behind me he's definitely still what's next for Procter gamble.
Fuller gonna take a look at how much they garrison -- evaluate that idea wanna come back we'd love -- my husband is coming into the teens.
I'm and we have the -- dealing with -- hasn't even brands that really resonate with tags Atlanta is -- -- -- dad right here in London.
And if you look around if -- -- -- you'll see that we're really supporting.
The entire -- whose help support the athletes here it's still it's it's through our actions we're gonna work through and continue to look at the the communication.
Let them on my -- love the athletes and their families.
Walk -- lecture she is pretty impressive.
Act at person at proctor and gamble I I thought what she said was very interesting -- she's taking a big risk on saint 500 million dollars.
We'll see if -- pans out it looks like it is really resonating but how was it resonating.
With the moms out there the athletes moms we caught up with -- to wire she's the mother of Olympic gold medal swimmer caught our Dwyer and while she said it's been just amazing.
To see her son -- these -- she also said.
She likes the perks to.
It was here mini camp ended CNV rates actually needs of marriage going crazy we read this hello thrilled -- -- Absolutely amazing.
Patrick it's been a long road from a little kid jumping in the pool for the first time to that gold medal around us now.
-- it's a lot of hard work a lot of hours and he set the goal and this -- -- -- -- and he made it happen at -- talk about.
The hard work and the hours that includes mom and that's the whole point of Procter & Gamble's thank you mom campaign that -- gone a number of directions that they focused on you.
The mother.
Reached back to the times in the early days we were getting up early in driving the coaching and etc.
all of those things.
Well it started slamming on the team at seven years that raids and -- actually everybody -- her line here until they.
A mechanic to -- you loved it.
And then from then on practices.
And then -- got older to -- they've practices -- six.
My name and it name does it resonate in a different way -- Procter & Gamble decided to focus upon the moms.
And all the work that they've done to reach this point.
It's been so nice they can't -- -- so they make me -- and it's just been wonderful song nice and I thank you ma'am the whole campaign made.
Give us some money did -- get a series of family every man has been spectacular.
It's expensive doesn't it mean if you have to put a dollar figure on it could you have done it without corporate -- -- So while we're here we don't -- big family could out of attended any advance.
And -- when we're not at the Portland days congresswoman go to the to Latin and -- And we sit down there -- -- all the events in the swimming with all the other swimming families -- it's been just the most unbelievable experience.
More to come do you think by the time -- Olympics is definitely well ideally in these demonstrated the -- -- either rating.
We have -- committed to going formally -- -- unknown.
-- -- -- my mom drove.
Rated tennis lessons what happened to Michael metal -- seriously a Procter & Gamble has been very generous with he -- -- families.
-- given them a thousand dollar gift cards Visa gift cards so that that can help but the travel but just so you guys know.
The the Dwyer family told me that they actually could not get a lot of seats for some of their sons -- that -- at one point they were on the very last -- the highest roe.
And yes this is a resonating and continuing story here they look down and the front proceeds.
Empty David and Sandra we'll see what happens -- this becoming a really big problem when you got the people who want to -- their kids -- And they can't you -- again I credit the Procter and.
