Johnson’s Makes Debbie Phelps Top Olympics Mom

As her son Michael is being touted as the greatest all-time Olympics athlete, Debbie Phelps has gained a prominent media profile and a title of her own: “Johnson’s Baby Mom of the Olympic Games.”

Johnson’s created and conferred the title on her as an extension of its “Thanks, Mom” campaign, which consists of six current U.S. Olympic athletes who recorded videos of thanks to their mothers for Johnson TV spots. The spots are airing during the current summer Games. Longer versions can be viewed online at baby.com/thanksmom and at youtube.com/baby.

In a substantive gesture in Debbie Phelps’ honor, Johnson’s is donating money in her name to a group of its global children’s charities and earthquake relief projects (babycause.com).

Debbie Phelps’ fame already figures to last longer than the euphemistic 15 minutes. Johnson’s also plans to shoot a video spot with her to be posted online when she returns to the U.S. from Beijing this week.

“We’ve been looking for natural extensions for the ‘Thanks, Mom’ idea,” said Fred Tewell, group product director for Johnson’s brand. “As things evolved, it came together very nicely.”

The relationship between Phelps and her superstar son exemplify the “ultimate bond” of nurturing Johnson’s is seeking to extol with its “Thanks, Mom” campaign, according to Tewell.

In press interviews, Phelps has recounted how she helped her son overcome his problem with attention deficit hyperactive disorder syndrome.

Johnson’s expects its publicity about Phelps’ ‘Olympic Mom’ title and her personal post-Beijing appearances to create buzz about the Web site video.

And all that buzz may foster future media ties between Johnson’s and its anointed super-mom.

“The door is definitely open,” Tewell said. “There certainly is an opportunity to further our relationship.”

Johnson’s Olympic connection springs from parent company Johnson & Johnson’s role as an Olympic sponsor.

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