P&G sets $5 mil budget to advertise Pampers site

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Procter & Gamble Co. this summer plans to spend an estimated $5 million on a TV, print and online ad campaign to promote its redesigned Pampers.com Web site. D'Arcy Masius Benton & Bowles, New York, is developing the campaign for the site. The campaign is the brainchild of David Taylor, marketing director for the Pampers brand at P&G, and draws heavily on the availability of parenting information on the Pampers site, which relaunches June 27 from Rare Medium, New York. A German-language version of the site will be available later this summer.

Copyright June 1997, Crain Communications Inc.

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