P&G drops new Tide Olympics ad - Brand Innovators

P&G drops new Tide Olympics ad

  • Procter & Gamble brand Tide has dropped a new campaign to support the Olympic Games Paris 2024.
  • The Stains Happen to the Best of Us spot features professional track and field athletes and Olympians, Noah Lyles and Carl Lewis.
  • The ad highlights how no matter how successful you are in sports, everyone can get stains on their clothes. The campaign will air across TV, streaming, online video, and social media.   

The Olympics are kicking off in Paris next month and brands are already tapping into the enthusiasm around the Summer Games with campaigns starring the athletes.

As a long time sponsor of the games Procter & Gamble has shifted the tone of its ads this year away from celebrating the mothers of athletes in the “Thank You Mom” campaigns to a focus on these athletes. The “Stains Happen to the Best of Us” ad shows how every level of athlete gets stains and assumes that the person on the tier above them does not.

While P&G is traditionally one of the largest sponsors of NBCUniversal’s US broadcast of the games, this year the CPG giant is cutting back its media spend, according to a report in Reuters.Expect to see more brands rolling out new campaigns in the coming weeks. Coca-Cola  brand Powerade – the Official Sports Drink of the Olympic Games Paris 2024– recently debuted a new campaign for the games featuring athletes Simone Biles, Sha’Carri Richardson and Katie Grimes. The campaigns highlight the perseverance these athletes bring to their training in order to succeed in their sport.