P&G SIGNS GOLD MEDAL SMILES

Olympic Figure Skaters to Promote Teeth Products

By Published on .

CINCINNATI (AdAge.com) -- Canadian figure skating pair Jamie Sale and David Pelletier will have
Photo: AP
Olympic skaters Jamie Sale and David Pelletier flash gold medal smiles.
sparkling white teeth to go with their gold and silver medals.

Crest Whitestrips
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

Related Stories:
MICHELLE KWAN SIGNS DISNEY DEAL
Skating Star Will Represent Multiple Products
CASHING IN ON THE OLYMPICS
Big Winner in Post-Games Rush: Sarah Hughes
A spokesman said the deal is likely to include a wide-ranging marketing program that could include a 45-city skating tour, appearances at retailers and media advertising.

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.

In this article:
Most Popular