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Marketing in Brief: Helene Curtis

This article was originally published in The Rose Sheet

Executive Summary

Helene Curtis: "Multi-million dollar" Degree advertising campaign is part of a sponsorship deal with the National Football League. The campaign includes TV spots that will run from August through January, the company said. The television ads spotlight "four of the NFL's promising rookies" -- Kevin Hardy, Mike Cheevers, Bernell Roques and Reggie Brown -- who provide product testimonials. The spots will run on network and cable programming and on NFL broadcasts on FOX. The campaign will also feature print ads that will run weekly in USA Today throughout the season. Promotions for the brand under the NFL deal include a $50,000 Super Bowl sweepstakes and two FSIs that will be dropped during the season. Although this is Degree's first league sponsorship, the company did spotlight NCAA basketball coaches in a series of television spots for Degree that ran through the "Final Four" basketball play-offs in March 1996...
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