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SBD Global/January 22, 2013/Marketing and Sponsorship

Hair Styling Products Brand Brylcreem Could Drop Kevin Pietersen For Mad Men

Hair styling products brand Brylcreem "is reviewing its strategy of using sport stars in its advertising, throwing its commercial relationship with cricket star Kevin Pietersen in doubt," according to John Reynolds of MARKETING MAGAZINE. Pietersen has been the brand's 'Brylcreem Boy' since '09, "following a line of other sportsmen who have fronted the brand, including David Beckham." In the '60s, England cricketer Denis Compton "fronted the brand's advertising." Pietersen's deal is "thought to be worth" £2M ($3.2M) over two years. A spokesperson for the brand said, "We have used sport in the past, and it's not the case that we definitely won’t use sports people again. We're reviewing the plans, and since 'Mad Men', we are looking at that kind of brand ambassador, too. There is no urgency" (MARKETING MAGAZINE, 1/21).
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