Deal Plugs Herbal Essences Hair Products on Hit Talent Show

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CINCINNATI (AdAge.com) -- Two deals by Procter & Gamble Co. look to give boost to a couple of popular brands with tie-ins to properties popular with women.

The packaged goods giant's Clairol Herbal Essences brand will be the hair-care sponsor of American Idol, whose 2003 season begins Jan. 21, according to executives close to the company.

Co-branded CD
The tie-in with News Corp.'s Fox network also involves a partnership with Gruner & Jahr's YM magazine that includes a co-branded music CD to be distributed with bottles of Herbal Essences.

Publicis Groupe's Kaplan Thaler Group, New York, handles the brand, and Publicis media shop MediaVest, New York, developed the cross-platform deal.

Jennifer Lopez
Separately, P&G will back the launch of its Swiffer Dusters with a tie-in to the March 25 DVD release of the Jennifer Lopez film Maid in Manhattan by Sony Corp.'s TriStar Home Entertainment.

The program includes national direct-response TV ads and coupons distributed in newspapers, on-pack and in-store co-promoting the products. The deal is the first DVD tie-in for a P&G home-care brand.

Kaplan Thaler also handles the brand. Barefoot Advertising, Cincinnati, handles print promotion and Hawthorne Direct, Fairfield, Conn., and Red, Cincinnati, handled the direct-response TV spot. 

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