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Procter & Gamble Co.'s Bonus Media Program has climbed to a new level with the participation of the nation's No. 2 retailer.

Kmart Corp. has joined the P&G program that offers retailers customized TV spots promoting both the store and P&G brands. The amount of media and customization depends on how much product a retailer orders.

It is believed to be the most extensive multibrand participation by a single retailer since the Bonus Media Program began nearly two years ago (AA, Feb. 8, 1993).

Kmart rejected P&G's original offer to join, but this time the level of customization offered provides Kmart what it essentially considers to be image advertising.

Each spot showcases one P&G brand and the value of shopping at Kmart, ranging from the logo to shots of stores and messages about the retailer's low prices and trusted brands. Kmart gets six 30-second spots in seven weeks in the top 50 U.S. markets.

Brands include Tide With Bleach laundry detergent, Crest toothpaste and Crest Complete toothbrush, Pampers disposable diapers, Charmin bathroom tissue, Bounty paper towels, and Vicks cough/cold products. The effort started last week with spots for Pampers, Tide and Crest.

J. Brown/LMC Group, Stamford, Conn., a co-marketing agency that works with P&G agencies to produce the customized spots, developed the program.

"[This time, the ads] are strictly Kmart commercials with the product inset, geared directly toward Kmart," said Gerald Habeck, VP-Advertising.

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