Procter & Gamble is linking its Pringles potato chip brand with G4, the new Comcast-owned cable TV network dedicated to video games and the video gamers. lifestyle. The Cheat! Pringles Gamers Guide,
will be G4's half-hour weekly show offering viewers tips on playing popular video games. P&G calls the deal a “multi-year, multi-million dollar alliance.” Pringles will be fully integrated into Cheat!
Pringles Gamers Guide through title sponsorship and customized digital content. Pringles will cross-promote G4 through in-store promotions, point-of-purchase displays and online co-branding. In
addition, G4 is creating advertising units exclusively for Pringles.