Procter & Gamble Co. is launching a test of Toejam.com, an online community for teens, in Southern California on March 4 with parties for 450 teens at malls in Glendale and San Diego. Through a contest promoted on local radio stations starting last week, teens can enter a drawing online or by filling out entry blanks at Longs drug stores and Food4Less supermarkets. Teens can register online for "welcome gifts," which include P&G sample products. Barefoot Advertising, Cincinnati, is agency of record, the shop's second P&G brand assignment in recent months.
Copyright February 2001, Crain Communications Inc.