PROCTER GAMBLE, owners of household brands including Pampers, Ariel, Always, Duracell and Olay and “proud sponsors of Mums”, has put its company name front-and-centre in a big way this year, with multiple Olympic television advertisements the most high-profile example to date.
The company, which employs 800 people in Ireland, is now partnering Ireland’s only children’s hospice, LauraLynn House, in a campaign to raise awareness of the charity and raise funds for a second children’s hospice.
The campaign also serves as an opportunity for PG to build on its brand association with the supermarket needs of Mums (or “Moms”, as its North American campaign terms its target purchasers).
“For me, this is about PG doing well, while doing good,” says country manager David Cotter.
Although the company has done similar promotions in Ireland through its product brands, such as Fairy’s support for the Make a Wish Foundation, this is the first time it has used the PG brand itself for an Irish charity-themed campaign.
PG’s partnership with LauraLynn will have a point-of-sale presence in some 350 Dunnes, Tesco, Eurospar, Superquinn and Supervalu stores across Ireland, with donation-collecting bag-packers in around 60 stores.
PG, which is making an undisclosed financial donation to LauraLynn, also plans to adapt its sponsorship stings on TV3’s Ireland AM, to incorporate the campaign for a second hospice.
