Sunday, October 21, 2001
What's the Buzz?
P&G spares no expense for its new Tempo
It was a big color photograph on the back page of the New York Times' front section Oct. 7, and it cost Procter & Gamble Co. about $100,000.
The full-page ads were for Tempo, P&G's new dry wipe, which hit the market in August. They featured a father driving a minivan while holding a quadruple-scoop ice cream cone, and the tag line, “Because most car accidents happen inside the car.”
P&G placed the ad once in the Times and twice in USA Today, which is operated by Enquirer owner Gannett Co. Inc. Those three ads cost about $100,000 each, local media buyers said.
In addition, the same full-page ad ran in daily newspapers in nine markets, including the Enquirer. Those ads probably would average between $18,000 and $36,000 each, according to the media buyers.
That makes about half a million dollars and doesn't even include the TV, Internet and magazine ads to promote Tempo.
P&G wouldn't put a total value on the campaign, but for the consumer-product goliath, multimillion-dollar campaigns for a high-profile new product are not all that unusual.
— Cliff Peale
Have a tip about a Tristate company that should be included in our Buzz? Call 768-8147 or e-mail business@enquirer.com.
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What's the Buzz?
