SBD/October 29, 2013/Marketing and Sponsorship

With Sochi Games 100 Days Out, Brands Begin To Unveil Athlete Endorsers

Procter & Gamble yesterday formally unveiled its '14 Sochi Games athletes who will participate in the company's "Thank You Mom" campaign, including U.S. skier Lindsey Vonn for Olay, German skier Felix Neureuther and Dutch speedskater Sven Kramer for Gillette and Russian figure skater Elena Ilinykh for Pantene. The launch is supported by more than 15 P&G brands globally. Gillette's also will feature Capitals LW Alex Ovechkin; Head & Shoulders' will feature Penguins C Evgeni Malkin; Bounty's will feature U.S. women's ice hockey player Julie Chu; and Blend-a-Med and Crest campaigns will feature Russian figure skater Alena Leonova and U.S. figure skater Evan Lysacek (THE DAILY). In Cincinnati, Alexander Coolidge notes the "Thank You Mom" campaign received "rave reviews at last year's Summer Olympics." At least 2 million retailers worldwide will "feature P&G Olympic Games-themed athlete packaging and aisle displays." Meanwhile, the "first four videos of 'Raising an Olympian' can be viewed on YouTube." Ten U.S. athletes "will be featured in the series" (CINCINNATI ENQUIRER, 10/29).

HUNGRY FOR MORE: Kellogg's unveiled its Olympic campaign, and the '14 Team Kellogg's Team USA Athletes include snowboarder Gretchen Bleiler; paralympic skier Heath Calhoun; figure skaters Meryl Davis and Charlie White; ski jumper Sarah Hendrickson; skier Ted Ligety; skeleton racer Noelle Pikus-Pace; paralympic snowboarder Amy Purdy; and freeskier Torin Yater-Wallace. Team Kellogg's Legends include former hockey player Jim Craig and former figure skater Kristi Yamaguchi. Elsewhere, Chobani released the names of the six U.S. athletes it has signed up for Sochi deals, including snowboarder Lindsey Jacobellis, paralympic skier Allison Jones, skier Hannah Kearney, Wild LW Zach Parise, sled hockey player Rico Roman and para-snowboarder Evan Strong. Smucker's Team USA athlete roster includes speedskater J.R. Celski, snowboarders Kelly Clark and Louie Vito, freeskier Nick Goepper, figure skaters Gracie Gold and Lysacek, alpine skier Julia Mancuso, and Yamaguchi. Participating athletes will be featured in advertising, digital marketing and cross-promotional activities leading up to the Games in support of the company's four leading brands -- Smucker's, Folgers, Jiff and Smucker's Uncrustables (THE DAILY).

TRUE NORTH: Canadian retailer Sport Chek is launching a new ad campaign called "What it Takes," which will highlight what athletes sacrifice to become the best in the world. Its ads feature Canadian Olympic hopefuls such as Penguins C Sidney Crosby, women's ice hockey player Meaghan Mikkelson, skiers Christopher Del Bosco and Erik Guay, skeleton racer Jon Montgomery, bobsledder Kaillie Humphries and snowboarders Maelle Ricker and Mark McMorris (THE DAILY).
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