TITLE

SOFT SOAP: Tide tries a Web series about living and laundering in L.A

AUTHOR(S)
Quinton, Brian
PUB. DATE
December 2007
SOURCE
Promo;Dec2007, Vol. 20 Issue 13, p12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on a detergent-related creative project wrapped up by Procter & Gamble Co. for its Tide detergent product. It sponsored the series "Crescent Heights." For all its sponsorship, scripts for the eight- to 10-minute episodes emphasized engagement and entertainment over product placement. A Tide assistant brand manager said the biggest challenge they faced in developing the series was striking the right balance between keeping it entertaining and introducing branding.
ACCESSION #
27779226

 

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