Moms: Proud sponsors of P&G

This morning I came across a beautiful video created by P&G for 2012 London Olympics. It captures all the efforts mothers put in so that their Children to participate in activities and win. It emphasized the fact that being a mom is the hardest job in the world but it’s also the best job in the world. Here is the Video:

I loved the video except the sponsorship message at the end. It had a logos of Tide, Pampers, Gillette & Duracell. I wonder what Gillette had to do with mothers. Duracell also seemed like a long stretch. Looks like P&G’s individual brands sponsoring various Olympic teams wanted some association with this beautiful video and some brand manager thought it was great tag on. Finally the video ended with a P&G Olympic Logo stating: P&G Proud Sponsor of Moms. The message made me think. Frankly speaking Moms are sponsoring Brands by buying them again and again. I wonder in which way P&G in Sponsoring Moms? The products are not given away free. They’re created to increase the shareholder value. So I think it is completely out of context. In my opinion if they really wanted to acknowledge Moms then the message should have been: Thank you Moms for sponsoring P&G.