P&G SIGNS ON WITH 'AMERICAN IDOL'
Deal Plugs Herbal Essences Hair Products on Hit Talent Show
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.
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.
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.?