Cincinnati-based Procter & Gamble yesterday confirmed it had signed gold medal-winning Olympic figure skaters Jamie Sale and David Pelletier to a one-year promotional deal.
The Canadians, who were involved in the most infamous incident of the just-concluded Winter Olympic Games (the judging scandal during the pairs skating competition), will become spokespersons for Crest Whitestrips–which not too incidentally is currently being introduced in Canada. Among the programs being planned for the couple is participation in Healthy Smiles, P&G’s 10-year oral health initiative run in conjunction with Boys & Girls Clubs of America.
P&G is also considering a Whitestrips-sponsored skating tour that would bring the pair to 45 cities in the U.S. and Canada, according to a company statement.
In other post-Olympic brand news, Norwalk, CT-based South Beach Beverage Co. this week ships a limited supply of Bodacious Brew, a new SKU named after silver-medallist skier Bode Miller–who has been a member of SoBe’s Team Lizard extreme sports endorsers for years. Although Pepsi’s alternative beverage division intended to release the beverage during the Games, the plan “was put on hold due to potential infringement on rights” of official Olympic sponsor Coca-Cola Co., the company says.
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