• by Sarah Mahoney  @mahoney_sarah, May 16, 2024

Procter & Gamble’s Gillette Venus is already off the Olympics starting block, splashing into the Paris Games with a new “Power of Smooth” campaign. As the official razor of Team USA, Venus’  effort includes elite swimmers like Lydia Jacoby, Anastasia Pagonis, and Torri Huske. The effort is also linked to the debut of a new Gold Razor. And it’s emblematic of the CPG giant’s decidedly different approach to this summer’s games.

Last week, P&G announced it would skip the heart-tugging, anthemic “Thank You, Mom” spots it’s become best known for, instead focusing media spending on 30 of its best-performing brands. In addition to the Venus campaign, that also includes global efforts for Always, introducing “It’s a new period” campaign, tackling period anxiety and its impact on athletes like Great Britain’s Jazmin Sawyers.

The world’s largest advertiser is also making its presence felt at the Olympic and Paralympic Games with plenty of giveaways and branded activations, including The Village Nursery with Pampers, to raise awareness of the challenges athletes/parents face while competing.

A beauty and grooming salon equipped by Pantene, Head & Shoulders, Mielle, Gillette and Braun will offer complimentary beauty and grooming treatments for athletes. In laundry rooms supplied by P&G detergent Ariel, competitors can do some cold-water washing.

“Every day, P&G brands provide consumers with high-performance products that they trust to meet their daily household and personal care needs for themselves and their families,” says P&G chief brand officer Marc Pritchard in the company’s announcement. “That inspired us to prominently feature how those superior performing products serve athletes, families and fans so they can focus on achieving their personal best whether on the Olympic or Paralympic stage or in those everyday moments in life that matter.”

The Paris Olympics are scheduled to kick off July 24, and NBCUniversal has already sold $1.2 billion for the Games, with $350 million from new sponsors. That puts the event on track for the most ad revenue in Olympic history. Ads are already sold out for both the opening and closing ceremonies.