The men's grooming division of Procter & Gamble has a roster of 25 athletes from different countries, including Roger Federer, Ryan Lochte and Tyson Gay, and will use them in market-specific campaigns during the final two-month countdown to London.
As Mike Norton, director for external relations, reveals in this Q&A, “The main challenge with the Olympics is getting the timing right…. During the Games there are a lot of restrictions as to how you can market and what you can do. So a lot of the work for the Olympics is done up front. There is a sweet spot that you have to hit.”