Proctor & Gamble Prepares For Father's Day Campaign

Procter & Gamble will transition from its Olympic Thank You Mum campaign "to focus on dads in the run up to Father’s Day," according to MARKETING WEEK. The Gillette branded campaign kicked off with TV ads during the England vs. France Euro 2012 game Monday. The global campaign uses "the same creative idea tailored to local markets" by using different Olympic athletes in each region. U.K. TV activity, starring Gillette brand ambassador Roger Federer and P&G’s Team Great Britian brand ambassadors Liam Tancock "will run for two weeks replacing P&G’s mum-focused messaging." It will also be complimented by Facebook activity "offering giveaways and competitions" launching on Sunday. In the U.S., the Gillette dads campaign stars sprinter Tyson Gay alongside Federer (MARKETING WEEK, 6/12).