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JIMMY CONNORS, 'A WALKING POWER STICK' SWINGS INTO ACTION ON TV AS SPOKESPERSON FOR THE FABERGE DEODORANT

 JIMMY CONNORS, 'A WALKING POWER STICK' SWINGS INTO
 ACTION ON TV AS SPOKESPERSON FOR THE FABERGE DEODORANT
 LOS ANGELES, May 14 /PRNewswire/ -- Drenched in sweat, Connors has a real-guy message; if Power Stick works for me, it can work for anybody, Underscoring the authenticity of his remarks is the fact that they were not scripted. Instead, they were off-the-cuff comments made during interviews with the tennis champ, who leaves for the French Open (May 17) on the same day that the $18 million national TV campaign for Faberge Power Stick Deodorant will be launched.
 "We chose Jimmy on the basis of his personality, his reputation and the story he had to tell. If these's anyone who can put Power Stick to the test, it's him," explains Janet Peacott of Faberge Power Stick Deodorant. "Connors is the kind of player and person you can really rely on. He exudes confidence and, like a true champion, delivers a superior performance for the endurance of time. That's a great parallel to our product! He's almost like a talking Power Stick!"
 Connors was chosen after extensive consumer studies confirmed his incredible popularity and visibility with men and women of all ages, all walks of life and interests. His power is formidable to the target customers of Power Stick, men aged 25 to 49 years, whose earnings are above $30,000. According to research conducted for the Faberge Co., a division of Chesebrough-Pond's USA, "The target customer is a confident, forward-thinking guy who likes to keep up on business, politics and sports. He likes to be in control and sees power positively, as a way to maintain control of his destiny," said Peacott.
 Power Stick was introduced in June 1989 by Faberge as a line of four deodorant sticks and five antiperspirant sticks. Their efficacy claim became "50 percent more order and wetness fighters per stroke." In the antiperspirant/deodorant market, which is expected to be $1.7 billion retail in 1992, it's claim makes good sense -- especially when someone like "Jimbo" Connors is doing the talking.
 -0- 5/14/92
 /CONTACT: Donna Fontana or Risa Gordon of Cairns & Associates, 212-421-9770, for Faberge/ CO: Faberge Co. ST: IN: ADV SU:


PS-SM -- NY112 -- 0524 05/14/92 19:07 EDT
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Publication:PR Newswire
Date:May 14, 1992
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