Gimme a D Flawless!
Marketers from Procter & Gamble to PepsiCo are using a new way to reach young opinion leaders: product placements at cheerleader camps. Personal care products like shampoos and cosmetics are handed out at the camps, which are setting up product lounges sponsored by consumer goods companies. Marketers expect the products used by these popular teens to drive word-of-mouth advertising. Cheerleading events run by Varsity Spirit of Memphis, Tennessee this year were attended by 350,000 cheerleaders in high school and college. Other companies like Jamz Cheerleading & Dance in Modesto, California and Great Lakes Cheer Company have also reported more interest from sponsors. Since reaching young people before marriage is a challenge for jewelers and engagement ring brands, cheerleading camp, particularly for college cheerleaders, might be a good alternative way to reach brides-to-be. It would also be a good way for jewelry brands who target young women to influence the influencers in communities across the country.