Original Blog Entry: Serena Williams To Headline Tampax Ads

NBey6 — Mon, 21 Sep 2009 19:41:03 GMT

Updated: September 21, 2009, 1:33 PM ET

Serena to headline Tampax ads

Associated Press

CINCINNATI -- The Procter Gamble Co. is featuring tennis star Serena Williams in a lighthearted ad campaign for its Tampax brand that begins just weeks after her U.S. Open outburst.

The Cincinnati-based consumer-products maker announced Monday that Williams will take on Tampax's Mother Nature character in new print advertising in October magazines. P G officials say Williams represents the energy, independence and strength of women they want to celebrate.

The new campaign was in the works before Williams' tirade this month against a lineswoman at the U.S. Open, which brought a $10,000 fine for unsportsmanlike conduct.

Clearly she admitted she made a mistake; she apologized, P G spokesman David Bernens said. We support her apology.

Williams has highlighted a number of other campaigns, including for Nike and Gatorade.

P G has recently taken a light approach to advertising its tampon products, with the current theme called Outsmart Mother Nature.

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