CINCINNATI--()--Did you know that a cruising baby in one day can take as many steps as a marathon runner in a race?1 The efforts that babies go to in order to overcome everyday challenges – from learning to crawl, walk or balance, to pulling themselves onto a chair or even a step – are truly world class in their effort and determination. In celebration of these amazing feats that babies undertake each and every day, the Pampers® brand, in concert with P&G’s international sponsorship of the London 2012 Olympic Games, is recognizing the achievements of babies and moms worldwide by partnering with Olympians who are not only amazing athletes but moms of little champions too. This “spirit of play” tribute is just one way that P&G is continuing to bring to life its broader "Thank you, Mom" campaign during the London 2012 Olympic Games - demonstrating the global brand’s commitment to helping improve everyday life for moms around the world.
Babies engage in a unique and determined "spirit of play" each and every day through their natural exploration of their world. It is this joyful form of discovery and the everyday challenges that comprise babies' play that inspired the Pampers brand to team up with some of the most notable and celebrated Olympic athletes and their families, including:
- Two-time Olympic Games Gold Medalist (Beach Volleyball) and Team USA hopeful Kerri Walsh and her family, including husband, Casey Jennings, and sons, Joseph (age 2) and Sundance (age 1);
- Olympic marathon runner and U.K. athlete, Paula Radcliffe and her children, Raphael (18 months) and Isla (5 years); and
- Canadian hurdling star and Multiple World Medalist, Priscilla Lopes-Schliep and her family, including husband Bronsen, and baby Nataliya (6 months).
As a further extension of its global campaign, Pampers will unveil its newest "play gear" in the form of new Pampers Limited Edition "team" diapers. Today's littlest athletes will be able to sport new diaper designs -- available for purchase in select countries including Russia, China, U.K., U.S. and Japan -- that show off each country's pride, while also offering Pampers' same, trusted durable, 3-Way Fit that supports babies as they explore and conquer their world through play.
“With two sons, I know firsthand how active young babies are -- their play is similar to the workouts I do as a competitive athlete each day,” commented Olympic Games Gold Medalist, Kerri Walsh. “As an athlete, I rely on equipment that enables me to perform at my personal athletic best, and as a mother, I always look for the gear that will help my sons do the same."
“Here at Pampers, we recognize that babies truly are champions at play and we take great pride in producing the play gear that helps to bring out babies’ unique spirit of play,” said Kenneth Olson, Brand Manager at Procter & Gamble. “We could not think of a more appropriate and exciting opportunity than the London 2012 Olympic Games to celebrate babies as the world’s littlest athletes.”
Pampers involvement with the Olympians and the launch of its Limited Edition team diapers both are made possible through P&G’s international sponsorship of the London 2012 Olympic Games and take P&G’s commitment to saying “Thank you, Mom” one step further through a broader marketing and brand awareness campaign that salutes mothers around the globe.
The U.S. will celebrate every baby's unique "Spirit of Play" through the "Pampers Playground," an on- and off-line initiative that includes a series of events that bring to life the notion that babies approach challenges with the same joy, determination and genuineness of a real Olympian.
In partnership with Olympic marathon runner Paula Radcliffe, Pampers U.K. will salute the spirit of play in every baby through their "Pampers Little Athlete" campaign that provides parents with tips and advice on how to encourage their babies' play through a series of online videos featuring Paula and her son, Raphael, as well as Pampers baby development expert, Dr. Maggie Redshaw. In Canada, new mom and Team Canada's Olympic Games hurdler, Priscilla Lopes-Schliep will share her experiences with other moms across Canada about how she juggles her professional goal of winning at the Olympic Games, while also balancing her new role as a mom raising a new baby.
Pampers, as part of P&G’s international sponsorship of the London 2012 Olympic Games, is also bringing the excitement of the competition to life in China through a series of "Go China" baby postcards submitted by parents around the country. The postcards highlight cheers of support for China athletes and will be delivered in London to the athletes in person, and featured on a large "Go China" billboard during the London 2012 Olympic Games.
As any Olympian can attest, there is nothing like the support of family when training, working hard and facing tough competition. But no one offers better support than a mom – whether that support is for an adult athlete or for a little athlete just beginning to discover his or her world. All of the Pampers sponsored athletes are the embodiment of P&G’s heartfelt “Thank you, Mom” campaign, which will be showcased at the London 2012 Olympic Games and recognize the incredible role that mothers play in the lives of their children. As part of this inspiring campaign, P&G plans to raise $5 million to help establish and sustain youth sport programs around the world. A portion of sales and donations for the company's leadership brands including Pampers®, Tide®, Gillette®, and Pantene®, will help those who moms care about the most... children. Additionally, P&G will also help hundreds of moms of actual Olympians to experience the inspiration and spirit of determination that embodies the Olympic Games competition.
Visit Pampers Facebook Fan page at www.Facebook.com/Pampers to learn more about how athlete moms, and everyday moms, from around the globe inspire – and are inspired by -- their babies’ unique spirit of play each and every day and why these amazing Olympians are such an integral part of P&G’s “Thank you, Mom” campaign (or directly at http://www.facebook.com/thankyoumom).
About Pampers®
Pampers is a trademark of Procter & Gamble (NYSE:PG) and the company's largest global brand and is the world's top-selling brand of baby diapers. Our business is inspired by babies and toddlers, created by Pampers. For more information on Pampers diapers and the Pampers Parenting Network, visit http://www.Pampers.com.
About Procter & Gamble
P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company's leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®.
With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit pg.com for the latest news and in-depth information about P&G and its brands.
1 O’Malley, M. 1996, Normalization of temporal-distance parameter in pediatric gait, J. Biomechanics 29, pp.619-625.
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