Procter & Gamble’s multi-faceted Olympic communication manages to include pretty much every consumer in the land, or at least all those for whom P&G make a product. ‘Thank You, Mum’ is a campaign fronted by its Olympic brand ambassador Paula Radcliffe, and as its title suggests it’s all about celebrating the role of mothers in family life.

At first the special edition Pampers pack looks like many others, with a Union Jack flag on the front. But looking more closely you can see that the idea is that the nappies also have a flag design, so that your own ‘little athletes’ can help wave the flag as they toddle around the house.

Although I am not sure how respectful it will feel when you come to take it off.