P&G to Market with Olympic Team USA Athletes
Procter & Gamble has inked a series of Team USA athlete marketing alliances that will extend through the 2010 Olympic Winter Games in Vancouver.
Four Olympians, Allison Baver—U.S. National Champion, Short Track Speed Skating, Vonetta Flowers—Olympic Gold Medalist, Tanith Belbin—Olympic Silver Medalist, Ice Dancing, Bobsled and Lindsey Vonn—Two-time World Champion, Alpine Skiing, will be promoting beauty brands, including Cover Girl, Olay, Olay Quench, Pantene, Secret and Venus.
Lindsey Jacobellis—Olympic Silver Medalist, Snowboarding and Apolo Ohno—Five-time Olympic Medalist, Short Track Speed Skating, will appear in marketing for Vicks.
The promotions will be broad reaching and integrated across numerous channels, including advertising, public relations, in-store merchandising, mobile, digital and direct mail.
“Partnering with these world-class athletes further accentuates our commitment to Team USA and P&G’s long tradition of helping people achieve their personal best each and every day,” said Kirk Perry, vice president, North America for P&G, in a release. “Each one of these athletes has a unique personality that fits within our brands’ equities and we are confident they will resonate with our target consumers.”
Last month, P&G become an official sponsor of the U.S. Olympic Teams for the 2010 Winter Games and the 2012 Summer Games in a deal reported to be worth at least $15 million. The deal covers 17 brands across five sponsorship categories.
