P&G, BET Develop Program To Promote 'My Black is Beautiful'
Cincinnati Enquirer, Thursday, January 22, 2009 10:45 AM
Procter & Gamble says it is taking its "My Black is Beautiful" campaign in a new direction and the anchor of the revised campaign will be a television program it's developing with BET Networks that will launch by early March, David Holthaus reports. The first episode will feature first lady Michelle Obama, according to Kisha Mitchell Williams, P&G multicultural brand manager.
The initial campaign, which launched in 2007 to support multiple P&G brands, included a Web site, a multi-city road show, a four-city exposition with discussion guides, advertorials and other materials to encourage African-American women to organize meetings and conversations on popular notions of beauty. The architect of that effort, Najoh Tita Reid, a P&G multicultural marketing director, has decided to leave the company.
Brands supported by the show and the overall campaign include Pantene Pro-V, Cover Girl Queen Collection, Olay Definity, Crest Pro-Health, Always and Tampax.
Read the whole story at Cincinnati Enquirer »
The initial campaign, which launched in 2007 to support multiple P&G brands, included a Web site, a multi-city road show, a four-city exposition with discussion guides, advertorials and other materials to encourage African-American women to organize meetings and conversations on popular notions of beauty. The architect of that effort, Najoh Tita Reid, a P&G multicultural marketing director, has decided to leave the company.
Brands supported by the show and the overall campaign include Pantene Pro-V, Cover Girl Queen Collection, Olay Definity, Crest Pro-Health, Always and Tampax.
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