• by Joe Mandese  @mp_joemandese, June 21, 2012

Well, not exactly, but Procter & Gamble is wrapping its entire content marketing strategy surrounding its sponsorship of the Olympic Games, but tweaking its endorsement reference from Olympic athletes, to their moms.

It’s part of a long-term repositioning of P&G’s corporate sponsorship of the Olympic Games, says Global Marketing & Brand Building Officer Marc Pritchard during his afternoon presentation at the Cannes Festival of Creativity.

Pritchard showed one version of the branded content featuring U.S. Olympic hurdler hopeful Lolo Jones and her mom Lori Jones. The video basically shows the backstory of the struggles her mom had raising her, as well as Lolo’s own personal set-backs on the road to the Olympic Games.

The videos end with the same tag line P&G is using in its Olympic ads: “P&G, proud sponsor of Olympic moms.”

Pritchard said the packaged goods giant is distributing similar brand content featuring local Olympic athletes and their moms in 69 countries leading up to and surrounding the games.