Consumer goods giant Procter & Gamble (NYSE:PG) will gain exclusive sponsorship rights on several areas of teen portal and community site Bolt.com, according to the terms of a two-year deal signed by the companies.
Financial details of the pact weren’t announced.
Under the agreement, the pair will develop strategic marketing programs for a number of P&G brands including Pringles, Pantene, Always and Tampax, placing the products in prominent positions on several Bolt.com community areas.
As a result, Bolt’s “Hair Help” section will feature Pantene hair-care products as the premier sponsor, while the “Fact or Fiction” area, sponsored by Always and Tampax, will serve as a forum about feminine health issues.
Spokespeople from the companies said additional sponsorship areas for other P&G brands are in development.
The deal provides P&G with access to a highly sought-after demographic for many of its products.
“This alliance gives P&G the opportunity to utilize our contextually relevant environment and forge an ongoing relationship between their quality brands and our loyal members,” said Bolt chairman and chief executive officer Dan Pelson.
The services will be available to members via Bolt’s Web site, its co-branded presence on America Online’s Teen Channel and on the company’s wireless platform.
In addition to the sponsorships, Bolt will provide P&G with custom market research based on its more than 3.5 million user base.
“Our agreement with Bolt helps P&G connect with teens by providing relevant information about several of our teen targeted brands through useful tools and advertising,” said Doug Milne, i-Brand manager of P&G iVentures, which orchestrated the deal.
“By leveraging our marketing expertise within the Bolt property, we can begin to develop more engaged relationships with the next generation of consumers by connecting them with our brands in a meaningful way,” Milne said.
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