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SBD/7/Sponsorships Advertising Marketing
BRUT WILL SPONSOR TELEVISED SAILING SERIES
Published March 7, 1995
"Seeking to strengthen Brut's positioning as the after shave for athletic, outdoorsy men," Chesebrough-Pond's will announce this week that it is sponsoring a new annual sailing series. Sources said the series will consist of five races, the first of which will take place April 25 in San Francisco. The series, which will be shown on ESPN, then moves to England, France, New York and Bermuda. The series has been organized by Sail Sports Int'l of Stamford, CT. The sponsorship will "mesh with the image of Brut Actif Blue." Ads for the brand show "rugged men" in outdoor scenarios (Pam Weisz, BRANDWEEK, 3/6 issue).