P&G Celebrates Dads, Olympics

Procter & Gamble tied in to Father's Day with a cover focus on Old Spice and Gillette ProGlide, while also activating its Olympic Games sponsorship in its latest edition of brandSaver. 
a stack of flyers on a table

Procter & Gamble tied in to Father's Day with a cover focus on Old Spice and Gillette ProGlide alongside a "looking sharp" message in the June 2021 edition of brandSaver

Distributed on May 30 via Valassis, the stand-alone insert's front page also continued to promote P&G's sponsorship of the Olympic Games while touting up to $64 in coupons (depending on the market) contained within. P&G also activated its Olympics sponsorship in an interior FSI for its P&G Good Everyday rewards program, touting $5 of $15 back with purchases of $20 or $50 worth of qualifying product from a wide range of brands via a downloadable rebate form. Consumers could scan a depicted QR code to initiate the sign-up process.

The first interior FSI continued the focus on Father’s Day, positioning SKUs from Oral-B, Old Spice and Gillette as appropriate for a "world class dad." It also depicted a QR code linking to a Gillette landing page promising $3 off a customer's first order after they sign-up for the brand's emails. Charmin, Bounty and Puffs also united for an interior FSI touting Father's Day savings.  

Among additional notable activity: 

  • An FSI for Bevel hair and shave products presented them as "clinically proven for our hair & skin" while depicting Black founder and chief executive officer Tristan Walker. P&G acquired Bevel parent Walker & Company Brands in 2018, with Walker continuing to run it as ceo. 
  • Pantene's Gold Series, intended to celebrate Black hair textures, activated P&G's Olympic sponsorship in an interior FSI depicting Black athlete Allyson Felix and her child under a "Stronger Legacy" message.
  • Herbal Essences touted updated packaging for its shampoos and conditioners.

Crest, Oral-B and Fixodent highlighted a range of new products, while brands including Metamucil, Prilosec, Nervive, ZzzQuil, Stressballs, Always, Tide, Dreft, Downy Defy, Gain, Swiffer, Dawn and Cascade were also represented in the event.

Note: Path to Purchase Institute members can view the full brandSaver article including images and retailer overlays on