NATURAL INSTINCTS COOKS UP
DEAL WITH CELEBRITY CHEF
• Celebrity chef Giada De Laurentiis
is partnering with Clairol Natural
Instincts as its new celebrity ambassa-dor. In her first beauty partnership, the
Food Network chef, cookbook author
and lifestyle expert will show off her
healthy looking, radiant hair color in the
brand’s newest campaign supporting the
full line of at-home hair color products
beginning this month.
“When Natural Instincts approached
me about this partnership, I was so ex-
cited. While food is certainly my first
love, I am a beauty girl at heart,” said De
Laurentiis. “This is the first time I’ve used
an at-home product and I was so im-
pressed with how easy it was to use and
how beautiful the color looked—perfect
for a busy mom like me.”
“Giada is a great fit for Natural
Instincts,” said Brad Wadler, marketing director for hair color at
Procter & Gamble.“She has a similar philosophy to our brand—a
commitment to finding the perfect balance between indulgence
on one hand, and less guilt on the other. Natural Instincts stands
for these things; it gives women indulgent and radiant looking
hair color and it includes antioxidants, aloe and vitamins.”
In her new role, De Laurentiis will be featured in all elements
of the brand’s marketing campaign including TV and print ad-
vertising, in-store displays, public relations, as well as on digital
Giada De Laurentiis is
a new ambassador for
Clairol Natural Instincts.
• Pine-Sol Multi-Surface Cleaners is teaming up with recog-
nized recording artist, actress and former Miss Universe Denise
Quinones on a contest in which fans of the brand will have a
chance to get their personal story turned into an original song.
People can share their stories of change, hope and perseverance
for an opportunity to win and share their stories with audiences
Contestants can upload their stories on www.uncantoalcam-bio.com for a chance to have a song composed about a distinctive
life moment. The stories will be limited to 280 written words or 90
seconds of video and each entry must fit into one of three Pine-Sol scent-identified categories—Original for Familiar, Lavender
Clean for Personal and Lemon Fresh for Professional.
Three finalists will be selected and their stories will be turned
into videos and posted online. From Aug. 1 to 23, consumers can
support their favorite story by liking and sharing the videos.
The winner will be announced in
September and have her story converted into an original song written and
performed by Quinones during Fiestas
Patrias in Los Angeles on Sept. 16. The
winner will also receive an all-expenses
paid trip to Los Angeles to attend the live
performance as well a $10,000 cash prize.
“I feel extremely honored to have
been given the opportunity to be part of
the Pine-Sol ‘Un Canto Al Cambio’ program because it recognizes important
people and events in the lives of Latinos,
and showcases their personal stories of
change,” said Quinones.“I’m also looking
forward to working closely with the win-
ner and composing a song about a special moment in her life that
can help inspire not only the Latino community, but also friends
and loved ones around the world.”
• Thanks to Banana Boat’s sponsorship with Chip Ganassi
Racing Teams for the 2012 IZOD IndyCar Series racing season,
Indianapolis 500 fans will stay cool and protected from the ex-
treme sun and heat.
“We are thrilled to be a part of the Indianapolis 500 through
our partnership with Chip Ganassi Racing Teams. It is such an
iconic race,” said Minna Raffin, Sun Care Group marketing di-
rector, Energizer Personal Care. “Through our collaboration, we
tie together the skill and coolness of Chip Ganassi Racing Teams
and its roster of drivers with the protection and reliability of our
Banana Boat products; and we are bringing that to racing fans in
a unique way.”
The partnership features a Banana Boat brand themed car
that two-time Indianapolis 500 winner Dario Franchitti drove in
the season-opening Grand Prix of St. Petersburg race in March.
The renowned driver also adorns the brand’s logo on his fire suit
for the entire 2012 season.
Banana Boat is hosting a fan experience trackside that will
provide fans with a break from the sun, offering quick relief and
sun protection in the Banana Boat CoolZone Sunscreen Pit Stop.
Fans will have the opportunity to receive a“cool-over” with the
new sunscreen, play games and receive giveaways.
In addition, fans not onsite can visit the Banana Boat
CoolZone brand Facebook tab for exclusive videos from Dario
as well as NASCAR driver Jamie McMurray and their respective