Mentholatum to sponsor Ironman 70.3 events with eye drop product
ORCHARD PARK, N.Y. The Mentholatum Co. on Jan. 8 announced its title sponsorship of select Ironman 70.3 events, along with its presenting sponsorship of events in the Aflac Iron Girl National Women’s Event Series (all through 2012) for its Rohto cooling eye drops brand
“Athletes, in particular swimmers, runners and cyclists, are often faced with dry, irritated eyes because they’re constantly battling environmental or chemical elements,” stated Todd Cantrell, director of the eye care and pain management divisions at Mentholatum. “We’ve found that Rohto Eye Drops are popular among endurance athletes, and the product line has a definite place at these types of events. We will be doing sampling at similar type races across the country, as well.”
In addition to the event sponsorships, Mentholatum will be conducting a Rohto Endurance Sweepstakes March 1 through Sept. 30, where two grand-prize winners (one male and one female) will receive a men’s and women’s Ceepo bike, respectively. The sweepstakes also includes weekly prizes of Rohto Training Kits that will include a valuable assortment of training gear and nutritional items.
This announcement follows Mentholatum’s recent alliance with World Triathlon Corporation, the owners of the Ironman and Iron Girl brands, to introduce a line of Ironman-branded topical pain relief products, as well as Mentholatum’s sponsorship of 11-time Ironman Triathlon winner, Belinda Granger. The new face of Rohto Cooling Eye Drops, Granger recently sported the Rohto logo on her jersey when she finished second in the 2009 Laguna Phuket Triathlon held in Phuket, Thailand, in December.
This focus toward athletes represents an additional target demo for the brand, Mentholatum reportd, as the company has had recent success targeting “fashionistas” as the go-to eye drop for whitening eyes before applying makeup.
Report: GSK to underwrite documentary focused on weight loss, eating
GlaxoSmithKline will be underwriting a weight-loss/eating documentary in partnership with the Creative Coalition, an advocacy group backed by Tim Daly and other actors, the New York Times reported Wednesday.
Both GSK and the Creative Coalition told the Times that the documentary wouldn’t be table dressing with GSK’s over-the-counter weight-loss drug Alli featured as the main course.
“This won’t be a marketing tool at all,” Robin Bronk, the Creative Coalition’s executive director, told a Times reporter.
A director is to be named at the Sundance Film Festival Jan. 25. Production is expected to be completed this year.
P&G develops new program in line with Prilosec OTC
CINCINNATI Procter & Gamble on Wednesday revealed a little of its Prilosec OTC marketshare protection strategy with the launch of the “Official Sponsor of Everything You Do Without Heartburn” program.
“Our consumers tell us that frequent heartburn prevents them from doing a lot of the things they love to do,” stated Robert Cleveland, Prilosec OTC brand manager. “Prilosec OTC provides powerful protection against frequent heartburn so our consumers can enjoy their passions, and these individualized sponsorships will help them take those passions to the next level.”
People can apply for a chance for sponsorship in one of 15 categories, which range from Health & Fitness, to Community Service, to Arts & Crafts, among others. To apply, consumers can visit OfficialSponsor.com, create a profile and fill out the sponsorship application. The application process includes the option to upload pictures or videos to express who they are and what they love to do. If selected, P&G will provide an average of $1,000 worth of resources to help take Prilosec OTC’s patient’s passions to the next level.
The public will have a chance to view every applicant’s online profile and vote for their favorites. The application deadline for the initial round of sponsorships is Feb. 22, and those chosen for sponsorship will be announced on or around March 19. A second round of sponsorships will be conducted shortly after.