Ohm Gets $40 Million Launch Campaign

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CINCINNATI (AdAge.com) -- Procter & Gamble Co. is launching Ohm by Olay, the Olay brand's first entry into fragrance, backed by $30 million to $40 million in TV and print advertising.

Ohm by Olay aims to appeal to a younger target of women ages 18 to 35.

Trade materials tout Ohm -- which ships to retailers this month with ads from Publicis Groupe's Saatchi & Saatchi, New York, breaking in mid-July -- as combining "real skin benefit and experiential delight," with an eight-item lineup of Jasmine & Rose and Citrus & Ginger scented body washes, body mists and bars.

P&G said the mass-market brand can help draw women away from specialty and prestige channels.

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