Procter & Gamble, Kellogg and 7UP-family products are among the brands with Olympic-athlete packaging coming out well in advance of the Summer Games in London in an attempt to extend their costly Olympic sponsorships. Swimmer Summer Sanders is the first of eight athletes who get the coveted Corn Flakes box treatment, and volleyball player Kerri Walsh is already pushing Pampers online.
April is the new July for anxious Olympic marketers
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