P&G Hits the Showers
Posted on
by Chief Marketer Staff
Procter & Gamble has set an aggressive sampling regimen to introduce Noxema Skin Fitness this fall. The Cincinnati company cut a deal with Bally Total Fitness, Chicago, to sample Skin Fitness cleanser, body wash, and moisturizer in Bally’s 350 health clubs in the U.S. and Canada. Ads in Bally clubs support. Promotional packs of Skin Fitness carry guest passes to Bally clubs.
P&G also offers Skin Fitness samples via a dedicated Web site, fitskin.com, and noxema.com. The line targets active women with the tagline, “Feel fitness within every inch of your skin.”
P&G also will sample Pert Plus shampoo/conditioner in Bally’s Chicago clubs as it tests new TV ads featuring Pert’s “Sink Guy,” who offers on-the-street shampoos in a portable sink.
