China dairy giant signs Olympic star

Yili, one of China's largest diary companies, has appointed Olympic gold medalist Liu Xiang as the face of the brand in China, to capitalise on the hype leading up to the 2008 Beijing Olympic Games. <BR><BR> Liu is tipped to feature in an extensive branding campaign leading up to the Games, enabling the dairy company to leverage the star athlete's popularity among Chinese consumers. Chiefs at Yili's advertising agency, JWT Beijing, said the new activities will shift away from the more traditional tactical work.