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Prilosec Rolls The Dice With Bunco

Procter & Gamble's over-the-counter heartburn medication Prilosec has gone bonkers over bunco--an old pastime played with three dice that now has four regional tournaments and a nationally televised Bunco World Championship.

When the "Bunco World Tour" kicked off with a tournament in Kansas City, Mo., attended by 135 players recently, P&G had a pharmacist on hand to answer questions about heartburn and pass out samples of Prilosec OTC. Another P&G brand, Folgers, passed out free coffee, including its indigestion-friendly line, "Simply Smooth."

P&G has signed a contract with Leslie Crouch, a Newport Beach, Calif., entrepreneur who founded the World Bunco Association 11 years ago, and has spent the past decade purchasing trademarks and Web addresses associated with the word "bunco." P&G has licensed Crouch's trademarks through 2008.

About 59 million women in the U.S. have played bunco, with 21 million playing on a regular basis. Six out of 10 women said they made buying decisions based on recommendations from members of their bunco group.



Read the whole story at The Wall Street Journal (subscription required) »

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