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Oil of Olay

This article was originally published in The Rose Sheet

Executive Summary

Gift sets backed by a "substantial" media campaign designed to reach approximately 90% of Procter & Gamble's target households. A 30-second TV ad as well as print and radio spots will run from Thanksgiving to Christmas. The effort is a "departure from traditional holiday gift campaigns that provide a naive husband with a gift solution. Instead the emphasis is on the women," P&G said. The TV spot features a "gift-giving moment" between a mother and daughter while the print ad highlights the "fun, glittery gift collection." The ad is tagged: "The Gift That Keeps On Glittering." Among P&G's gift offerings are the Oil of Olay Age Defying Series set with 6.7 oz. moisturizing body wash, Olay puff starter kit and 4 oz. Age Defying Series Protective Renewal Lotion. Nail enamel in Sterling (gun metal) and a mini Colormoist lipstick tri-pack in seasonal shades Silver Slipper and Cranberry also are included in the pack. The products are housed in a clear and silver carrying case for $17.59



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