Verizon, IndyCar Nearing 10-Year Title Deal Manziel Signs Multiyear Deal With Nike LeBron James Complains About Sleeved Jerseys Adidas Unveils Postseason Jerseys For 10 Schools Puma Uses Holy Day "Stunt" To Reveal Jersey Sponsors Release Paralympic-Themed Ads Stewart Dishes On New Mobil 1 Web Series Sequel To "Shaq Fu" Video Game In The Works Marketplace Roundup Nike's Parker Talks Innovation, Competition
Upcoming Conferences and Events
SBD/Issue 243/Sponsorships, Advertising & Marketing
Quite A Hair Day: P&G Using Polamalu To Enhance NFL Sponsorship
Published September 1, 2010
|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).