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Procter & Gamble Covering 2010 Winter Olympics From The 'Bottoms' Up

January 18, 2010: Procter & Gamble, which in September 2009 signed an extensive marketing alliance with the U.S. Olympic Committee, will attempt to literally get behind activation during the Winter Olympics.

P&G's Pampers Diapers has partnered with Team USA to support the upcoming launch of Pampers Swaddlers and Cruisers Diapers with Dry Max, the brand's new high-performance product. Pampers has created specially branded, limited-edition Team USA diapers with the Dry Max technology, which will be featured during the Games in Vancouver by Olympic gold medal speedskater Chad Hedrick and his family, and skeleton (forward-facing luge) World Champion and Olympic hopeful Noelle Pikus-Pace and her family. These athlete families will be sharing their Vancouver experiences from their babies' point of view throughout the Winter Games via photos and videos on Pampers.com.

The product will not be for sale until March, when P&G will support with a multi-media campaign. Saatchi & Saatchi, New York is lead agency. In addition, beginning on Feb. 12 to coincide with the Opening Ceremonies, parents can request a free sample three-pack of the new Cruisers diaper at Pampers.com. A special Team USA diaper will be randomly inserted in select sample packs, entitling the recipient to a year's supply of Pampers Cruisers Diapers with Dry Max.

"We are so proud to partner with these world-class athlete families, who are also parenting inspirations by training and succeeding while raising young, active children," Jodi Allen, vp-North America Baby Care at Procter & Gamble, said in a statement. "We could not think of a more appropriate event than the Olympic Winter Games to celebrate babies as the world's greatest players and introduce our new high-performance gear – Pampers Swaddlers and Cruisers Diapers with Dry Max."

 P&G, USOC Go For Olympic Gold

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