Procter & Gamble ventures into the jungle

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Related tags: Advertising, Procter & gamble

Procter & Gamble is to advertise its cosmetics range on the
reality television programme Survivor next year. The product
placement deal is one of the largest in television history and
highlights the latest in cosmetic marketing strategies.

Starcom Mediavest arranged the tie-in with Viacom under a broader advertising agreement claimed by Advertising Age to be worth $300 million.

Big-name advertisers, such as Procter & Gamble are increasingly incorporating their products into television and movie storylines to combat eroded audience ratings and new recording technologies that allow viewers to skip over 30-second commercial breaks.

Protector & Gamble is to not only run advertisments during commercial slots but is also to have 20 of its products tied-in with the ten week series that takes place in the jungle.

Consumer groups and other critics believe these strategies can unfairly influence some audiences or hamstring a plot line. In the case of Survivor, contestants have previously gone days without a shower and been made to eat insects as part of their jungle endurance, now however they are to be afforded the luxury of mouthwashs and shampoos.

Other Procter & Gamble products to appear in the sponsorship include heartburn antidote Pepto-Bismol, Secret deodorant, Olay skin care and Tide laundry detergent.

Further promotions will also include a competition to become a contest on Survivor, drawn from applicants who have bought three Procter & Gamble​ products and answered three questions about the TV show.

Related topics: Market Trends

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