With 100 days until the opening ceremonies of the London Olympic Games, P&G has launched their “Thank You, Mom” campaign. It truly captures the beauty of sports and family in such a way that everyone around the world can appreciate. In my opinion, this marketing activation is as good as it gets. The “Proud Sponsor of Moms” will enjoy tremendous engagement through its social media outlets. Without any mention of products or services, the conglomerate is taking up residence in the hearts and minds of consumers. No reason to believe P&G won’t exceed the estimated $130 million of incremental revenue that this campaign generated following the 2010 Vancouver Games - the organization has also committed to raising $5 million as charitable funding for youth sports programs.