campaign, which is now called the P&G Capital Clean Up.
Through June, an army of approximately 1,700 is expected to join the transformation, dedicating up to 5,000 hours to scrubbing and polishing London’s streets and green spaces to spruce up neglected areas of the city.
It is hoped that this year’s clean up efforts will be the biggest yet, with more than 20 individual events take place in preparation for the London 2012 Games, clearing in the region of 1,000 bags of litter and removing unsightly graffiti.
Many of P&G’s most recognizable household brands—Flash, Febreze and Ariel detergent and stain remover—will be involved in the P&G Capital Clean-up, according to the company. For example, Febreze will create a series of “Fresh Havens” to help Londoners breathe happy and Ariel has created the Love Clean London app, which will allow Londoners to report grime and stains across the capital.
“We’re committed to helping London look its best ahead of London 2012 when the world’s attention will be on our capital,” said Irwin Lee, P&G UK & Ireland VP & GM. “Over the coming weeks, thousands of volunteers will roll up their sleeves to help make London a cleaner, fresher, stain free place and we hope that through the efforts of the P&G Capital Clean-up, the rest of the world will feel the pride that we all share for this great city.”
P&G Capital Clean-up ambassador is British actress Keeley Hawes.
COTY Partners with National Geographic
• FRANCE:Coty Inc. has announced a partnership agreement with the National Geographic Society, identifying Davidoff Cool Water as a partner for the Pristine Seas program, which seeks to protect some of the last pristine spots of the oceans and to create marine protected areas.
The partnership kicks off with an expedition to the Pitcairn Islands in the Pacific Ocean. Dr. Enric Sala, a marine ecologist and National Geographic explorer-in-residence who has dedicated his career to finding ways to mitigate human impacts on marine life, will lead the expedition.
“I am thrilled to have Davidoff Cool Water on board for our Pristine Seas ocean protection program,” said Sala. “No one organization is going to save the ocean alone.”
“The Pristine Seas program is an important effort to explore and document the last pristine places in our oceans. Coty and Davidoff Cool Water’s support of this project will help us achieve our ultimate goal of protecting the world’s oceans,” said Terry Garcia, National Geographic’s executive vice president for Mission Programs.
“It is an honor to partner with National Geographic, one of the most respected, renowned and powerful organizations protecting the ocean and the environment. We are happy to have our bestseller, Davidoff Cool Water, a fragrance that initiated the olfactive territory of oceanic freshness, active in ocean protection,” said Michele Scannavini, president of Coty Prestige.
The Pristine Seas Expedition to Pitcairn starts this month. From summer 2012, consumers will have the opportunity to join Davidoff Cool Water in supporting the National Geographic Pristine Seas to help protect the world’s oceans.