P&G, Kodak team up for summer campaign

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CAIRO--Procter & Gamble Co., and Kodak are teaming up for the first time in the Middle East in a summer campaign aimed at raising sales of their products in Egypt.

A TV and print campaign will break in mid-August featuring P&G's Ariel detergent and Kodak film products. Ariel detergents will carry Kodak discount coupons, as part of the companies' joint "Stunning Appearance" pitch.

"Summer is a time when people change clothes frequently. It's also the time that they take a lot of pictures," said P&G's Media Manager, Hatem Dowidar.

Ariel agency Saatchi & Saatchi, also created the campaign. The advertising budget was not disclosed.

P&G and Kodak have teamed up before in Asia, but Egypt marks their first joint promotion in the Middle East, said Mr. Dowidar. If the campaign is successful, they may pair up elsewhere in the region.

Copyright August 1999, Crain Communications Inc.

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