Deion Sanders, the only athlete to play in both the Super Bowl and the World Series, will serve as a brand ambassador for BOTOXÂ Cosmetic, according to Allergan PLC.
Sanders, whose nickname is Primetime, said that turning 50 this year prompted him to “take an honest look in the mirror. When I did, I noticed lines between my brows and in the corners of my eyes—and that’s just not Prime.”
The drugmaker’s partnership with Sanders is part of the “company’s mission to get men talking about aesthetics.”
“We know the male aesthetic market is an area of great opportunity, but despite the increasing demand, there is a lack of open dialogue among men about aesthetic treatments and concerns,” Senior Vice President of U.S. Medical Aesthetics David Moatazedi said in a statement. “Deion Sanders is the perfect partner to help us reach and mobilize men. He shares our philosophy that it’s acceptable for a man to invest in his appearance and has the confidence to ignite this important, and long overdue, conversation.”
Allergan is chartered in Dublin, Ireland, and maintains headquarters in Parsippany, N.J. Its Irvine campus includes eye care, aesthetic medicine and therapeutics. The company recently traded at $230 per share for a $77 billion market share.
Livin’ La Vida Coffee
Casanova//McCann in Costa Mesa wrapped up production of its newest ad for NESCAFÉ Clásico starring Latin superstar Ricky Martin. The campaign, which includes TV, radio, in-store and digital media, was shot in Mexico during the singer’s latest concert tour.
“We are immensely proud of our partnership with Ricky and NESCAFÉ,” President and Chief Executive Ingrid Otero-Smart said in a statement. “To see this campaign evolve over the past few years has been exciting and very rewarding for our agency.”
Casanova, founded in 1984 and part of New York-based Interpublic Group of Cos. since 1999, also works with Chevrolet, the U.S. Army, and the California Lottery, among other clients.
Irma’s Wrath
Tradeshow operator Emerald Expositions LLC cut short its three-day Surf Expo as Hurricane Irma pushed through Florida this month.
Surf Expo is the largest and longest running watersports and beach lifestyle tradeshow, drawing about 28,000 people to Orlando twice a year.
“Our priority, as always, is to ensure the safety of our customers and to provide the best safeguards for your business,” the show’s management said in a statement.
The hurricane caused an estimated $135 billion in damages in the U.S. and the Caribbean.
Emerald, which employs 420—90 of them at its San Juan Capistrano headquarters—has 10 offices and is one of about 9,400 U.S. trade show operators. The company earned $22.2 million on $323.7 million in sales last year, 92% of that from its 50 trade shows and 70 events. It generated the rest from other marketing services, including digital media and print publications that complement its events.
Bits & Pieces
Lugano Diamonds in Newport Beach continued its sponsorship of the Annual Rolex Central Park Horse Show scheduled for Sept. 20 to 24 in New York. Lugano is the show’s official jewelry and broadcast sponsor. The deal included a Lugano Diamonds Jump in the arena and a Lugano Diamonds Boutique in the VIP Pavilion, according to Chief Marketing Officer Stuart Winston. … Schiefer Chopshop plans to present its The Future of Automotive Marketing report on Sept. 28 at its Irvine headquarters. … Aston Martin Global Chief Marketing Officer Simon Sproule has added another title to his name—chief of the Americas, a new position. Laura Schwab remains president of Aston’s Americas region, which is headquartered in Irvine. … Vestar hosted the “Taste of 10” to mark the 10th anniversary of the District at Tustin Legacy. A portion of proceeds from the event was donated to the Surfrider Foundation. The outdoor shopping center’s nearly 100 stores and eateries generate annual sales of more than $470 million.
