Indiantelevision.com Team

( 3 March 2008 3:00 pm)

MUMBAI: Amway has signed soccer phenomenon Ronaldinho to a multi-year, global endorsement agreement to represent
vitamin, mineral and dietary supplements brand Nutrilite.

The endorsement, the largest platform in the 74-year history of the Nutrilite brand, aligns Ronaldinho with other world-class athletes who endorse the Nutrilite brand, including 100-meter world record holder Asafa Powell, 110-meter hurdles world record holder Liu Xiang, and 400-meter American record holder Sanya Richards.

As part of the partnership, Ronaldinho will be featured in a marketing campaign that spans 58 countries on six continents, which was unveiled at a press conference in Barcelona. In addition, the company named him as a Nutrilite Global spokesperson for the Amway One by One campaign for children.

Quixtar North America, Amway's sister company, will leverage the relationship with Ronaldinho to excite and inspire Quixtar Independent Business Owners, who are the exclusive providers of Nutrilite products in the US and Canada.

Amway chief marketing officer Candace Matthews says, "Not only is he a great fit for the Nutrilite brand, he aligns perfectly with our company values. Like the people in our company, he's committed to achieving optimal health and encourages others to do the same. He is the consummate team player making others around him better and has fun in the process."

Ronaldinho will endorse the Nutrilite brand exclusively within the vitamin, mineral and dietary supplements as well as the protein categories. "It makes sense for me because we both believe that everyone should get the most out of what nature has given them," said Ronaldinho.

The star power of Ronaldinho jump starts the brand's early efforts of consumer marketing with a cadre of touch-points ranging from broadcast spots and print advertising to internet promotions and market appearances in the US.

Ronaldinho will be featured on merchandising materials in the pan-European region, followed by eye-catching print and broadcast campaigns throughout Europe, the US, Latin America and Asia. The ads, created by Kantor + Wassink, were shot by award-winning cinematographer Guillermo Navarro (Pan's Labyrinth) and directed by Scott Harris.

Helping Children Goal-By-Goal: A cornerstone of the partnership includes Ronaldinho's appointment as the Nutrilite Global spokesperson for the Amway One by One campaign for children, which was celebrated with a euro 700,000 donation by Amway Europe to Unicef.

At the end of 2007, the global campaign has generated $50,000,000 and 800,000 volunteer hours to children's programs by harnessing the power of Amway global employees and three million Amway Business Owners (ABOs).

Unicef chief, corporate and foundation fundraising John Winston says, "We are very grateful for the generosity of Amway and its direct sellers, and equally thankful that Ronaldinho has such a strong interest in ensuring that children worldwide have the right to live, learn and play".

For every goal that Ronaldinho scores, Nutrilite will make a donation to the Amway One by One program in all 58 countries where Amway conducts business. "Throughout my career I've been a strong advocate for children. Thanks to Nutrilite, every goal I score over the next three years will directly benefit children in need," adds Ronaldinho.