NEW YORK (AP) — Procter & Gamble's "Thank You, Mom" Olympics campaign isn't just lip service; the company is putting its money where its mouth is.
The world's largest consumer products maker said Tuesday it is giving each of the moms of all U.S. Olympians and Paralympians — nearly 800 of them — a $1,000 Visa reward card to use when they travel to London for the games. Mother's Day is Sunday.
"We asked the U.S. Olympic Committee how P&G could support and thank the moms of U.S. Olympic and Paralympic athletes. They told us, 'Help them get to London to see their child compete,'" said Jodi Allen, P&G vice president for North America operations and marketing.
Families without moms will get the $1,000 reward card as well, Allen said.
P&G introduced the "Thank you, Mom" Olympics campaign during the Vancouver Olympics in 2010, when it gave an undisclosed amount to 300 moms.
The overall campaign spans 13 brands, from Tide to Bounty. The company's Pampers Olympic campaign debuted in April, with a TV spot that compared babies playing to an Olympic sport. The brand now has Olympics-themed diapers.
With the tagline "Proud sponsor of Moms," the "Thank You, Mom" campaign also features a 2-minute film on Facebook about how moms contribute to Olympic hopefuls' practice routines.
In London this summer, Cincinnati-based P&G will be offering the families of Olympians free meals, Skype stations and services related to P&G products: laundry facilities (Tide), a children's play area (Pampers) and personal care areas featuring Olay and Gillette products.
"The gift is really for every one of the Olympians, we work with people on an individual basis," she said.