Procter & Gamble Assign Brand Ambassadors for Olympics Advertising Drive
Consumer product giant Procter & Gamble has announced 11 British Olympic athletes who will act as ambassadors for their brands in the run up to the London 2012 Olympic Games.
P&G have chosen the athletes they feel embody particular brands. These ambassadors will feature in advertising campaigns (above and below the line activity) that are being rolled out from January.
It is not yet known whether there will be any cross-promotional campaigns featuring more than one athlete or brand.
Amongst those chosen, Victoria Pendleton (track cycling) will be the ambassador for hair care brand Pantene, Mark Cavendish (road cycling) will represent Head & Shoulders, Jessica Ennis (athletics) will cover Olay and Lliam Tancock (swimming) will front Gillette.
P&G UK Vice President and Managing Director, Irwin Lee, commented: "Each of these athletes is leading the way in their individual fields and embody the values of leadership, integrity and passion for winning that we set for ourselves and our brands at P&G."
The company has signed a 10-year sponsorship with the International Olympic Association and will continue its marketing activity throughout the next four Olympic Games in 2014, 2016, 2018 and 2020.