BEAUTY CARE

P&G supports Olympic Games, youth sports via ‘Thank You Mom’ campaign

BY Allison Cerra

INNSBRUCK, Austria — Procter & Gamble has launched a worldwide campaign for the London 2012 Olympic games.

The campaign, called "Thank You Mom," seeks to raise $5 million to help establish and sustain youth sports programs around the world, with a portion of sales and donations coming from such P&G brands as Pampers, Tide, Gillette and Pantene. What’s more, P&G and its brands also will sponsor more than 150 athletes, who will be featured in advertising and retail campaigns to generate sales and donations that will help support youth sports. Athletes supported by P&G brands include U.S. swimmer Michael Phelps (Head and Shoulders) and Swiss tennis player Roger Federer (Gillette), among others.

"We believe that behind every athlete is an even more amazing mom," said Marc Pritchard, P&G global marketing and brand building officer. "P&G is in the business of helping moms. Through our ‘Thank You Mom’ program we will support not just the moms of Olympic athletes — but every mom who does whatever it takes to make her child’s life the best it can be."

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BareMinerals to launch first-ever global marketing campaign

BY Antoinette Alexander

WASHINGTON and LONDON — BareMinerals has announced that it will launch in February its first-ever global marketing campaign, dubbed “Be a Force of Beauty.”

Rooted in the company’s 35-year history, “Be a Force of Beauty” amplifies the core belief that beauty can change the world, both by inspiring positivity and activating women to put beauty into action.

“Celebrating women isn’t new for us; it’s who we are and what we do. It’s always been more than a philosophy, it’s really our DNA,” stated Leslie Blodgett, creator of BareMinerals. “We have a responsibility to not just tell a singular story of beauty, but rather share in the collective spirit of women around the globe.”

The first iteration of “Be a Force of Beauty” will roll out to the United Kingdom in spring 2012. Supported by integrated marketing efforts, the campaign creative will feature five women, each personifying a “Force of Beauty” as identified during a blind casting held in late summer. Recognizing that beauty is not solely defined by a physical manifestation, the methodology behind the blind casting is meant to highlight the symbolic relationship between confidence and beauty, demonstrating that it’s the effect of confidence on the world that is the hallmark of true beauty.

The global campaign will be supported by print, digital and social marketing efforts throughout Europe. The campaign creative is designed to elicit a social discussion around beauty and motivate women into action.

With a large scope for interpretation, BareMinerals partnered with the photographer Rankin, to inject soul into the print campaign.

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Old Spice’s new ‘Smell is Power’ campaign features Terry Crews, highlights new scent

BY Antoinette Alexander

CINCINNATI — Old Spice has launched a new advertising campaign for its Old Spice Red Zone body sprays to introduce the new Danger Zone scent.

The "Smell is Power" campaign also marks the return of Old Spice spokesman Terry Crews. Crews, who last appeared in the brand’s Odor Blocker campaign, demonstrates how the scents of Old Spice body spray can transform a regular smelling man into a man who smells like power.

Developed with Portland-based advertising agency Wieden+Kennedy, Old Spice’s "Smell is Power" campaign features a total of five commercials, including two 30-second and two 15-second television advertisements, and one 15-second spot that will run exclusively on Old Spice’s social media channels on Facebook and YouTube. The campaign will kick off with the debut of the 15-second spot "Blown Mind" during the NFL’s NFC Divisional Playoff Game on Jan. 14. The four other spots will begin airing the first week of February.

As part of the second phase of the "Smell is Power" campaign, Old Spice will unveil two co-branded television advertisements with Procter & Gamble brands Bounce and Charmin. First appearing as ordinary commercials to promote the Bounce Dryer Bar and Charmin Freshmates, each television spot is eventually taken over by Old Spice spokesman Terry Crews, who literally busts through each ad to illustrate how Old Spice body spray smells so much like power it sells itself in other brand’s commercials. The campaign also reunites Old Spice with comedy director duo Tim Heidecker and Eric Wareheim, well known for Adult Swim’s "Tim & Eric Awesome Show, Great Job," and who will premiere their new feature film "Tim & Eric’s Billion Dollar Movie" at the 2012 Sundance Film Festival later this month.

The Old Spice "Smell is Power" campaign will run on Adult Swim, BET, Comedy Central, ESPN and other channels. In addition, digital ads will appear across a number of sports, entertainment, humor and gaming outlets.

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