P&G, Wal-Mart, original Designer Guys partnering for in-store promos

Procter & Gamble is teaming up with TV celebs Steven Sabados and Chris Hyndman for 600 in-store events at Wal-Mart to promote the company's latest health and beauty products - and contribute to two charities.

Dubbed ‘Everything for the Family, Something Just for You,’ P&G Canada and Wal-Mart Canada yesterday announced a partnership with popular TV celebs Steven Sabados and Chris Hyndman. The goal: to encourage women to do something special for themselves while also attending to the needs of their loved ones.

As a value-added element, part of the sales of P&G products will be donated to such charities as the Canadian Cancer Society and the Children’s Miracle Network.

Animated by POS signage, and replete with free samples, 600 in-store events will be staged at Wal-Mart stores across the country throughout the year. The promotion kicks off with ‘Beautiful Breakthroughs’ in a large number of stores from Feb. 23-March 18. That will be followed by ’5-Minute Oasis’ from March 24-April 15.

At each in-store event, women shoppers will be introduced to the latest health and beauty information, plus a range of new P&G products. The original Designer Guys, who now host Design Rivals and So Chic with Steven and Chris, are contributing both their star power and creative content, such as tips on wellness and appearance routines.

Wal-Mart will be promoting the initiative through its store flyers, which are estimated to reach 10 million Canadians per week. The company has also launched a micro-site in the brand promotions section of its Canadian website.

Print ads created by London, Ont.-based Surge Communications, in collaboration with Chicago’s Arc agency, will appear in various Canadian magazines in the near future. No further details were available at press time. The media buys will be handled by P&G’s in-house media division, and Toronto’s Torchia Communications is doing the PR.