CINCINNATI — Procter & Gamble Beauty has partnered with Alicia Sacramone, Beijing 2008 Olympic Games silver medalist, who will serve as an ambassador for P&G beauty brands, including CoverGirl, Olay, Pantene and Secret.
Sacramone’s involvement is in addition to P&G’s partnership with USA Gymnastics and its global marketing partnership with the International Olympic Committee in support of the Olympic Movement, which will reach through the next five Olympic Games from London 2012 through the 2020 Olympic Games.
“Beauty and sports share an empowering effect, bringing young women together to lift their spirits, connect emotionally and face the world with confidence,” stated Gina Drosos, group president for P&G Beauty. “The women of USA Gymnastics demonstrate that it takes more than physical strength to be at their best. We are proud to be a part of their Olympic Games journey and share their positive message with women everywhere.”
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. Participating brands include: Always, Clairol Nice ‘n Easy, CoverGirl, Crest, Ivory, Olay, Pantene, Secret, Tampax and Venus. Several P&G beauty brands, including CoverGirl, Olay, Secret and Venus, also will release a selection of top-selling products in P&G special limited-edition Olympic Games packaging.
In addition to the U.S. Women’s Senior National Team, P&G’s sponsorship of USA Gymnastics includes title sponsorship of the CoverGirl Classic; presenting sponsorship of the Kellogg’s Tour of Gymnastics Champions; television inventory and onsite presence for USA Gymnastics’ 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 website.
In addition to the sponsorship of USA Gymnastics, P&G will continue their “Thank you, Mom” campaign as part of their larger sponsorship of Team USA during the London 2012 Olympic Games.