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P&G's 'Kiss Cam' Returns With Ryan Seacrest

  • Brandweek, Monday, December 29, 2008 10:45 AM
For every couple caught kissing on the Scope "Kiss Cam" this New Year's Eve, Procter & Gamble will make a donation to Operation Smile, a charity that raises money to treat childhood deformities such as cleft lip, Elaine Wong reports. P&G is partnering with American Idol host Ryan Seacrest's nationally syndicated radio show, with ads running through Wednesday and online ads on RyanSeacrest.com through Sunday.

P&G also is launching an in-store program, called "See a Difference, Make a Difference," to support children with cleft lip. P&G is donating money to Operation Smile through consumer purchases of its Scope, Crest and Oral-B products.

Scope also will appear in six televised spots during the broadcast of Dick Clark's "New Year's Rockin' Eve" on ABC. Seacrest partnered with P&G on a similar promotion last year and decided to revive the promotion based on its success, according to P&G spokeswoman Laura Brinker.

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