Proctor & Gamble’s Pringles brand signed a multi-year, multi-million dollar marketing alliance with G4, the new all-videogame cable network from Philadelphia-based Comcast.
The pact centers on “Cheat! Pringles Gamers Guide,” a half-hour series offering game-playing tips that premieres at the end of July.
Cincinnati-based P&G’s marketing plans include in-store promotions (from Deskey, Cincinnati), P-O-P displays, online co-branding, and TV spots (from Grey Worldwide, New York City). In turn, G4 will digitally integrate the brand into the show. TV spots support.
Grey Alliance, New York City, identified the opportunity for Pringles.
In other P&G news, the company will step up its three-year-old association with UNICEF this fall by offering up to $700,000 in support for the charity’s annual Trick-or-Treat campaign. P&G will donate 10 cents for every bottle of Dawn or Downy purchased (up to $300,000) from Sept. 1 through Oct. 31 and 10 cents for every Dawn, Downy, Bounce, or Dryel coupon redeemed (up to $200,000) from a Sept. 29 FSI dropping to 55 million homes. It will also provide a $200,000 grant to back an education curriculum.
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