SBD/February 9, 2012/Marketing and Sponsorship

Names & Faces: Head & Shoulders Preps Launch Of Phelps Campaign

"Wash in Confidence" campaign featuring Phelps will go beyond North America
In Cincinnati, David Holthaus reports Gold Medal-winning U.S. swimmer Michael Phelps appeared in N.Y. yesterday to launch an ad campaign for Procter & Gamble's Head & Shoulders shampoo. P&G said yesterday that TV spots for the shampoo featuring Phelps will "begin at month’s end, part of a full-blown campaign that will include Facebook, Twitter, digital and in-store promotions." P&G Associate Marketing Dir for Head & Shoulders April Anslinger said that the campaign will "go well beyond North America because he is recognized around the world." The campaign will be called "'Wash in Confidence,' stressing the shampoo’s dandruff-fighting effect." Phelps joins Steelers S Troy Polamolu and Twins C Joe Mauer as athlete endorsers for Head & Shoulders (CINCINNATI ENQUIRER, 2/9).

INFO ADS: Milwaukee-based Gruber Law Offices Marketing Manager Hanna Swanson yesterday said that attorney David Gruber and Packers QB Aaron Rodgers will be "filming a new set of ads for the law firm" this summer for airing later this year. In Milwaukee, Don Walker noted the "low-key informational ads featuring Gruber and Rodgers have been running for months now on local television." The new ads will "still have an informational quality to them," but Swanson said that there may be "some 'new creative' in the ads" (JSONLINE.com, 2/8).

FRESH NEW FACE: YAHOO SPORTS' Kevin Iole noted boxer Mike Lee is the "unlikely new face of Subway." Subway CMO Tony Pace "didn't set out to land a boxer, but he felt Lee's looks, his ease on camera, and his devotion to the brand made him a fit." Pace said, "The thing about Mike that is very valuable -- though he was by no means famous when we did the deal with him -- is that he is really, really a fan of the Subway brand. That was important to us. Nobody knew who Jared Fogle was before he told his story" (SPORTS.YAHOO.com, 2/8). Lee's endorsement deal with Subway was examined by SportsBusiness Journal last November.

RAISING THE PRICE: GOLF WORLD's Tim Rosaforte notes golfer John Huh recently signed with agent David Chun at World Sport Group, but he "does not have an equipment contract with Ping -- despite using their clubs and wearing the logo." Rosaforte writes the fact they "are 'in negotiations,' means the price has just gone up." Huh, a rookie on the PGA Tour this year, has been in contention in two of the three events he has entered this year (GOLF WORLD, 2/13 issue).
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