AVON TO SIGN "AMBITIOUS" INITIATIVE FOR ATLANTA GAMES?
Avon is close to completing its most "ambitious event-
marketing initiative ever" by signing a "surprise sponsorship" of
the '96 Summer Games in Atlanta, according to Terry Lefton in
this week's BRANDWEEK. Sources familiar with the deal put the
price tag at $8M, with ACOP granting Avon "rights to Olympic
Rings," and Atlanta's Olympic flame logo. Avon also plans to
increase its Olympic effort overseas, where sales now account for
around two-thirds of overall revenues, by purchasing sponsorships
from at least eight more countries -- in Europe, Latin America
and Asia. Avon is reportedly looking for an ex-Olympian
spokesperson for a "campaign with an expected theme of women,
teamwork, and achievement." According to Lefton, the sponsorship
"furthers Avon's attempts to position itself as THE women's
company, as Avon hopes to "launch a series of Olympic-themed
health and beauty product lines" (BRANDWEEK, 2/20).