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Pantene is pushing for female Olympics fans. At a press conference late last week, the hair care brand announced a new sponsorship for the 2012 games in London this summer.
As part of the campaign, Pantene will be backing 11 female athletes as “brand ambassadors” (the Olympians will wear, and talk about, Pantene products). The chosen Olympians include American swimmer Natalie Coughlin and British cyclist Victoria Pendleton.
Pantene also will be making a substantial TV ad buy, though according to Pantene brand franchise leader Hanneke Faber, the budgets for these two initiatives—the brand ambassadorships and the Olympics TV campaign—are separate.
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