Procter & Gamble is apparently going for the Gold, Silver and Bronze when it comes to beauty product sales. The U.S.-based multinational has announced a series of Team USA athlete marketing alliances that will extend through the 2010 Olympic Winter Games in Vancouver. This announcement comes shortly after P&G and the United States Olympic Committee (USOC) announced a 17 brand marketing partnership, across five USOC sponsorship categories for the 2010 and 2012 Games.
U.S. Olympians included in the partnership are:
Allison Baver - U.S. National Champion, Short Track Speed Skating
Tanith Belbin - Olympic Silver Medalist, Ice Dancing
Vonetta Flowers - Olympic Gold Medalist, Bobsled
Lindsey Jacobellis - Olympic Silver Medalist, Snowboarding
Apolo Ohno - Five-time Olympic Medalist, Short Track Speed Skating
Lindsey Vonn - Two-time World Champion, Alpine Skiing
Baver, Belbin, Flowers and Vonn will be aligned with P&G beauty brands including Cover Girl, Olay, Olay Quench, Pantene, Secret and Venus. Jacobellis and Ohno will be aligned with Vicks.
The athletes will be fully integrated across numerous marketing 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. “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.”