THE WHAT? Procter & Gamble has announced its plans to prominently feature its top brands during the Olympic and Paralympic Games Paris 2024. As a Worldwide Olympic and Paralympic Partner, the US FMCG giant will employ an array of Olympic-inspired brand marketing, in-store campaigns, brand-sponsored athlete partnerships and provide complimentary products and services in the Athletes’ Village.

THE DETAILS Shave care brand, Venus, for example, is launching its Power of Smooth campaign, highlighting athletes’ pre-competition routine, while Gillette is unveiling a gold razor and Head & Shoulders’ I Don’t campaign is designed to demonstrate how the brand prevents dandruff with an Olympic Games-themed twist.

THE WHY? P&G Chief Brand Officer Marc Pritchard, reveals, “Every day, P&G brands provide consumers with high performance products that they trust to meet their daily household and personal care needs for themselves and their families. That inspired us to prominently feature how those superior performing products serve athletes, families and fans so they can focus on achieving their personal best whether on the Olympic or Paralympic stage or in those everyday moments in life that matter.”