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Procter & Gamble Aims for Streaming Sports Fans With Olympics-Themed Competition Series on Peacock
Advertising giant Procter & Gamble hopes 'The Other Games,' a competition series that will stream on Peacock during the Olympics, captures attention
Procter & Gamble, which has enjoyed global rights to use the Olympics and the Games’ signature rings in its advertising since 2010, is backing away from the heart-tugging ads it has run in the past that spotlight how the maker of Tide, Crest and Pampers supports athletes and their families. “If you don’t adjust, you’re going to be an outdated model pretty quickly.” Procter will continue to run commercials during the Olympics that highlight specific brands, including Venus and Olay. When the CW network debuted in 2006, P&G produced short segments for the ad breaks called “content wraps” that offered hair-care tips and shots of its beauty products in action.
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