SBD/Issue 243/Sponsorships, Advertising & Marketing

Quite A Hair Day: P&G Using Polamalu To Enhance NFL Sponsorship

Polamalu Fronting P&G's
Efforts To Reach NFL Fans

Procter & Gamble’s $1M insurance policy on Steelers S Troy Polamalu's hair and an accompanying website “are just the latest part of P&G’s plan to maximize its NFL connection,” according to Sarah Mahoney of MARKETING DAILY. P&G earlier this week revealed that it has insured Polamalu’s “trademark hair for $1 million, and that the policy will cover those crazy Samoan curls for the entire football season.” The advertising campaign includes its "own website -- troyshair.com -- with all kinds of fun, including a way to upload a friend’s face under his hair, apps, and a ‘Mane Event’ bracket to vote on the strangest ‘dos ever to come out of the NFL.” P&G is in its second year as an official sponsor of the NFL and “hopes its ads will appeal not just to football fans, but to the women who love them -- as well as the women who just think those girly-curls are cute." rEvolution President & CEO John Rowady said, “It’s a good strategy. In the NFL, there is a very passionate male fan base and a passionate female fan base. The changes in the economy have affected the way the female shopper acts in the store, and using a fun, quirky campaign to influence the male buyer is a good idea. This could create a buzz, and wind up being a successful social program for them.” Mahoney notes P&G is “sprinkling Troy’s hair site with hirsute trivia and with plugs” for Head & Shoulders’ Hair Endurance for Men, along with “games, gimmicks and contents." Prizes include a Super Bowl XLV VIP package (MARKETING DAILY, 9/1 issue).

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