|Olympic skaters Jamie Sale and David Pelletier flash gold medal smiles.
Procter & Gamble Co. has made the pair its new spokespeople for its Crest Whitestrips in a deal P&G called the first major endorsement pact to follow the recently concluded 2002 Winter Games.
P&G announced an endorsement and appearance deal today that will have Ms. Sale and Mr. Pelletier serve as ambassadors for Crest's Healthy Smiles 2010. The program helps fund dental education and treatment programs for inner-city youths through the Boys & Girls Clubs of America.
45-city skating tour
Bcom3 Group's D'Arcy Masius Benton & Bowles, New York, handles the brand.
The deal dovetails with the launch this month of Crest Whitestrips, a $40 tooth-whitening kit, in Canada. The product was launched in the U.S. in May 2001.