Mentholatum Co. sponsors triathlete Belinda Granger

ORCHARD PARK, N.Y. As part of a new strategy to target the active, athletic consumer who works hard and plays hard, the Mentholatum Co. last week announced its sponsorship of 11-time Ironman triathalon winner Belinda Granger in support of its Rohto Eye Drop line.

Granger wore the Rohto logo on her jersey in pursuit of her 12th Ironman win at the 33rd annual Ford Ironman World Championship triathalon this past weekend in Kailua-Kona, Hawaii.  She will continue to wear the brand’s logo in subsequent races through 2011, and her name/likeness will be incorporated across all marketing efforts for the brand, including advertising, in-store merchandising, public relations and digital media.

“Eye irritation is a daily issue for athletes, particularly for triathletes, given the intense exposure to sun, wind, water, salt, chlorine — practically every environmental element,” stated Todd Cantrell, director of the eye care and pain management divisions at Mentholatum. “We’re excited to align with Belinda because she is an extraordinary, inspiring athlete who speaks to the benefits of Rohto Eye Drops in a way that resonates with our target consumers who pursue active lifestyles.

This announcement follows the recent news of Mentholatum’s partnership with the Ironman organization to introduce a line of Ironman-branded topical pain relief products. Granger’s likeness will be used on select Ironman product packaging, as well.