Advertiser : Procter & Gamble
Product : CoverGirl, Crest, Nice’n Easy, Pantene, Olay
Target : Women 18-49
Chaînes chosen : Canal Vie
Objectives
- Promote P&G’s different brands of beauty products;
- Associate the brands with a popular beauty-themed show.
Concept
Annual sponsorship of the TV series Airoldi pour une sortie, with product integrations in each episode; products and their characteristics showcased via usage by the show’s make-up artists and hair stylists; verbal mention by the host inviting viewers to go to the show’s website to find a list of all the products used
Components
10-second middle billboards – Integrations