Michelle Kwan
Professional Figure Skater, Athlete
Coca-Cola
2005-2006
Michelle Kwan was the Lead Olympian in Coca-Cola's 2006 advertising plan. Kwan was featured in a number of television commercials as well as a major in-store promotional advertisement. When Coca-Cola was looking for an athlete to represent their company during the Olympics, Kwan ranked as the third most appealing
athletes in the Olympics. Kwans achievements as a silver medalist in 1998 and a bronze medalist in 2002 made her very appealing as an athlete to sponsor Coca-Cola. One commercial that featured Kwan was aired during the opening ceremony. Another commercial she was featured in aired during the Olympics. Although she was not show in both, the commercials were about cheering her on during the Olympics and honoring her.
Endorsements:
Michelle Kwan was endorsed by a number of companies including: ABC, AIM Funds, Chevrolet, Coca-Cola, East West Bank, ESPN, Kraft, Maxxis Tires, McDonalds, NBC Olympics, Scholastics Inc., Got Milk?, Buena Vista Publishing, Starbucks, Barbie, Teen Read Week, Visa, Walt Disney Company, Walt Disney Network, Yoplait Yogurt, United States Olympics, and many other companies.
Got Milk?
2004-2005
Michelle Kwan has her own Got Milk? advertisement that first appeared in magazines in March 2005. The advertisement was featured in various magazines such as Seventeen, Elle Girl, Cosmogirl, Teen People, and J-14. In 2004, Kwan presented the 2004 SAMMY awards (Scholar Athlete Milk Mustache of the Year) to 25 high school seniors.
The SAMMY awards are sponsered by the National Milk Mustache "Got Milk?" campaign that awarded $7,500 in college scholarships to high school athletes for academics, leadership skills, community service, and athletics. In 2005, Kwan was used in promotions for the 2005 SAMMY Awards and was also chosen to be apart of the celebrity panel of milk mustache athletes that select the SAMMY winners.
In 2001, Michelle Kwan became the spokes person for the Star Skater Barbie Doll. She was featured on the doll packaging and stared in the Barbie commercial that aired through out January and February in 2001. The commercial was typically shown on various children's television networks.
On the Barbie website, there was a dedicated section to ice skating with information about Michelle and ice skating. The website also included a section titled "Meet Michelle Kwan" that contained photos, interviews, and videos of Kwan answering questions from fans. There was also a page that covered Nationals and had photos of Kwan competing as well as small clips of her television commercial and performances.
Star Skater Barbie
2001-2002
Campbell Soup
1996-1998
In 1996, Michelle Kwan signed a 3 year contract with Campbell Soup. Kwan participated in various television, radio, and print ads, as well as made personal appearances for the company. During Nationals in 1998, Kwan along with two other skaters, Tara Lipinski and Nicole Bobek appeared on 140 million Cambell
Soup Cans. Kwan appeared in a commercial with the two other skaters that were on national television during Nationals and the Olympics. There were also various print advertisements, coupon inserts, and a newspaper advertisement that was featured in papers such as USA Today. These advertisements wished the three figure skaters good luck before the Olympics and congratulating them after the Olympics ended.