Pantene's Olympic Campaign To Include 11 London Hopefuls, Including Natalie Coughlin

Procter & Gamble's Pantene brand today announced 11 Olympic athletes it will feature in its advertising in the run up to the London Games. The brand is in 180 countries and the athletes come from key markets such as China, Russia, Brazil, Japan, the U.K. and the U.S. The women will be featured in outdoor advertising worldwide in the months leading up to the Games. There also will be a digital campaign and POS advertising. Those campaigns will begin in April. "Healthy is the new beautiful" is the theme of the campaign and it will use the brand's tagline, "Hair so healthy it shines." P&G VP & Brand Franchise Leader of Global Haircare Hanneke Faber said, "We looked for athletes in their sport that really damaged their hair because we think Pantene can solve the problem. There's great global diversity that represent sports where they're torturing their hair." U.S. consumers will see Gold Medal-winning swimmer Natalie Coughlin alongside the brand's marquee ambassador, actress Eva Mendes. Faber said, "This is the first time a big global beauty brand is linking up with the Games. It's usually a manly thing or a credit card but beauty brands have never gotten involved in a big way. We think that's a milestone."