P&G’s brands continue to celebrate the London 2012 Olympic Games and following campaigns by Pampers and Febreze, Always has also created a marketing initiative to honor the most important event in the sports world. 

Photo: Veronica Campbell-Brown with her mentor Auntie P., from Always Facebook page

The leading feminine care brand has partnered with track and field athlete Veronica Campbell-Brown to launch the ‘Baton Connection’ Facebook program that shares with fans the idea of the importance of inspirational support in anyone’s life.

Always fans can ‘Pass the Baton’ (read ‘press the right button’) to show their appreciation to those who inspire them. With this passing of a baton, the hope is recipients are inspired to do the same. Female users from the U.S. and Canada can ‘pass the baton’ to any woman who was for them a source of help, support or inspiration. If that woman is on Facebook, she will be informed that she has received an Always Baton.

A five-time Olympic medalist for Jamaica, Veronica Campbell-Brown, the second woman in history to win two consecutive 200m events at The Olympic Games, will run the campaign for Always to serve a good example of how family and friends can support you and how important this support is.

“Always believes in celebrating girls and their accomplishments, no matter how big or small,” says Sarah Innes, Always Marketing Director. “Seeing all these incredible women reach their goals at The Olympic Games over the years, inspired Always to create a program where we can recognize the inspirational women in our lives.”