P&G DIVES INTO PANTENE OLYMPICS CAMPAIGN
By Adnews Staff
Procter & Gamble Canada of Toronto has kicked-off a new marketing initiative for its Pantene hair products that is tied into the brand's sponsorship of the Canadian women's diving team. The initiative includes a contest and multi-media ad campaign from Grey Worldwide of Toronto. Two national television commercials featuring members of the team, print advertising and POP materials debuted at the beginning of August and will run throughout the Olympics. One print ad reads, "When you're on the Canadian Women's Diving Team you need drive, skill, confidence and serious hair color protection." One television spot begins with somber shots of a team member preparing to dive. At the last moment she gives her hair a casual flick which results in cheers and a perfect score from the judges. Marc Stoiber, executive creative director at Grey, said Pantene's sponsorship ties in well with the diving team because divers spend so much time in the water, which can damage their hair. Online, Canadians can enter at <http://www.pantenediving.com> to win a trip to the Sydney Olympics and meet members of the Canadian women's diving team.