US swimmer Michael Phelps has been
announced as the new global face of head&shoulders.
The 14-time Olympic Gold medalist will front the 'Wash in
Confidence' campaign which will be executed throughout the London
2012 Olympic Games and beyond.
Run across various marketing platforms, the 'Wash in Confidence'
campaign will also be supported by several other Olympic athletes in
other countries around the world.
"I'm excited to join the P&G family and work with the head&shoulders
brand as I prepare for the London 2012 Olympic Games," Phelps said
of his new role. "It's a hair care range that I've come to count on,
with the amount of time I spend in the pool each week - chlorine and
chemicals can give my hair and scalp a hard time.
"Doubts are the last thing any athlete needs when trying to focus
and compete. Fortunately, with the help of head&shoulders, I have
the confidence I need to be at my best for the moments that matter
most - in the pool and in life."
Lisa Jennings, head&shoulders' global marketing director, added:
"Michael Phelps's status as one of the world's greatest ever
Olympians makes him the perfect person to front our international
anti-dandruff campaign.
"We are proud to welcome Michael on board for this exciting Olympic
Games initiative, aimed at encouraging individuals all over the
world to take part in life. head&shoulders helps people wash in
confidence to help them succeed, and simultaneously washes out
doubts and distractions that may hold them back."
"Michael Phelps is a three-time Olympian and one of the most iconic
global athletes of our time," Belen Carazo, the director of global
communications for Head & Shoulders told Reuters ahead of the
announcement.
"We feel that Michael Phelps is a great ambassador for confidence --
when performing at the highest level of sport, there is simply no
room for doubt."
P&G said the contract with Phelps would run for two years, until
2013. The company would not reveal the financial terms of the deal
although industry experts said the swimmer's fee would almost
certainly be a seven-figure sum.
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