HELENE CURTIS HAS OLYMPIC BUG
By Adnews Staff
Helene Curtis (Canada) Ltd. of Montreal is featuring 1995 world champion sprinter Donovan Bailey in a TV commercial for its Degree brand of body-heat activated anti-perspirant. The commercial will begin airing across Canada this spring as one element of Degree's overall sponsorship of Bailey, who will be going for the gold in the 1996 Atlanta Olympic Games. Trade and consumer promotions, including a consumer contest, will be introduced in the coming months. The TV spot was created by Les Productions Claude Parent Inc. of Montreal. Media Buying Services' Montreal office is placing the commercial. Degree is one of the sponsors of CBC French and English coverage of the Olympics. Helene Curtis is also supporting swimmer Joanne Malar with Salon Selectives, rower Marnie McBean with Organic Care and diver Anne Montminy with Finesse. With each purchase of these brands the company will make a financial contribution to the athlete's national sport governing body.