Seven Seas has signed up former Wimbledon tennis champion Pat Cash to be the spokesperson for its Seven Seas Pure cod liver oil as part of a &£5m marketing drive.
It is the first time the company has signed a celebrity to be its spokesperson.
The deal includes a Pilates exercise video, starring Cash, in which the tennis star endorses the product. The video, being produced in conjunction with Telstar, will be available at all major video retail stores.
The company is considering using Cash in a new TV campaign for the brand, to air next year. Advertising for Seven Seas Pure cod liver oil is handled by Advertising Principles.
Cash will be expected to do celebrity signings at several Boots pharmacy outlets. There will also be a national competition offering a chance to dine with the tennis star.
Seven Seas category marketing manager Tim Horne says: “Bringing Pat Cash on board will help to communicate the benefits of Seven Seas Pure cod liver oil to younger audiences while appealing to existing users.”
In September this year, a new TV ad for the brand used Chubby Checker’s classic track, “Let’s Twist Again”, to attract new users.