CFL TOUCHES DOWN AT BENSIMON, FORMS PARTNERSHIP WITH CLAIROL
By Adnews Staff
The Canadian Football League has hired Bensimon Byrne D'Arcy to create its 2001 advertising campaign. The Toronto agency won the assignment over three additional agencies. "In the agency review process, and in our selection of Bensimon Byrne D'Arcy, we realized the importance of partnering with an agency that truly understands the Canadian marketplace,"said CFL Commissioner Michael Lysko. The 2001 national television campaign will begin in late August and will run the length of the CFL's regular season, ending in early November. Last year the CFL went to Toronto agency Communiqué for its 2000 campaign.
The CFL has also formed a new partnership with Montreal-based hair care product manufacturer Clairol Canada. The league will create a new sponsorship category for hair care and hair colour products as a result of this one-year, six-figure deal. Clairol will release two new hair colour products for men this September: Herbal Essences and Natural Instincts. A national consumer campaign consisting of television and print advertising will support the introduction of these products. Clairol is also planning a promotion during the CFL regular season which will give away a trip to the Grey Cup. Clairol will also conduct product sampling at all playoff games and at the Grey Cup in Montreal this November. In addition to its new partnership with Clairol, the CFL has also renewed corporate sponsorships for the 2001 season with Gatorade, Air Canada and Wendy's.