Sidebar
Editor’s Notes
4/16/07:
BIC USA Inc.
Company’s Soleil women’s line is the official razor of Universal Cheerleaders Assn. and Universal Dance Assn. The company leverages the sponsorship through sampling and coupon distribution at UCA/UDA competitions and events. The company also titles the Milford (Conn.) Chamber of Commerce BIC Golf Classic and cosponsors Special Olympics Connecticut. Contact: Susan Lanzarotto, senior brand manager, shaver marketing, BIC Consumer Products division. Tel: 203/783-2000.
Colgate-Palmolive Co.
Primarily uses sponsorship to tout the Colgate name and demonstrate corporate citizenship. Uses its 34-year-old tie to the Colgate Women’s Games to help young women and girls develop a sense of personal achievement. Other ties include Reading Is Fundamental and the Starlight Starbright Children’s Foundation. Uses Colgate Country Showdown music talent search to build visibility and gain a promotional platform in rural markets for Colgate, Irish Spring, Mennen and other brands. Contact: Marie Agnes Daumas, director of corporate events. Tel: 212/310-2000.
Kao Brands Co.
Company’s Biore skincare line recently kicked off a nine-month Uncover/Discover female talent search promotion with Gen Art in the areas of music, film, fashion and visual arts. The brand is supporting the program through publicity efforts, consumer promotions and grassroots marketing. Contact: Nina Cornwell, brand manager, Biore skincare. Tel: 513/421-1400.
Idelle Labs, Ltd.
Company’s Brut line of colognes, deodorants and shaving products titles college football’s Sun Bowl and an NHRA Funny Car team–and also cosponsors the drag racing sanctioning body–to reach 16-to-44-year-old men. Leverages NHRA ties with on-site sampling, retail promotions and dedicated Web site. Indianapolis-based Just Marketing helps activate motorsports ties. Contact: Marc Broccoli, men’s category director of marketing. Tel: 203/797-0350.