P&G Signs Olympian, And Three Stars
Procter & Gamble is inking a partnership with Alicia Sacramone, Beijing 2008 Olympic Games silver medalist in gymnastics. She will be ambassador for P&G beauty brands, according to the Cincinnati CPG giant.
Sacramone will tout such brands as Covergirl, Olay, Pantene and Secret. P&G already has a global partnership with the International Olympic Committee through the next five Olympic Games.
The company says Sacramone and members of USA Gymnastics’ U.S. Women’s Senior National Team will be "fully integrated across numerous marketing channels, including advertising, in-store promotions, public relations, digital and social media." The program will also support Always, Clairol Nice ‘n Easy, Crest, Ivory, Tampax and Venus. And some of the brands will get limited-edition Olympic Games packaging.
A release from the company said the gymnastics relationship comprises a roster of activations: sponsorship of the Covergirl Classic; presenting sponsorship of the Kellogg’s Tour of Gymnastics Champions; television inventory and onsite presence for USA Gymnastics’ premier events, the AT&T American Cup, Visa Championships and Kellogg’s Pacific Rim Gymnastics Championships; grassroots sampling through gymnastics clubs; programs and promotions for USA Gymnastics membership, including sweepstakes, discounts, coupons, etc.; and integrated exposure in USA Gymnastics’ publications and Web site.
Separately, P&G's Gillette brand has tapped André 3000 Benjamin, Gael García Bernal and Adrien Brody to promote Gillette Fusion ProGlide Styler through a "facial hairstyle" campaign. The ProGlide "wet dry" Styler combines Gillette's Fusion ProGlide system with a three-setting power trimmer from Braun.
The musician and the two actors will serve as brand ambassadors, or "Gillette 'Masters of Style.'" Starting next month, the three will appear in television and print ads, digital media and PR.
The company also recently announced a plan to raise $5 million for worldwide youth sports programs as part of its "Thank You Mom" campaign leading up to the London Olympics. That program involves some 150 Olympic hopefuls, and numerous brands.