Blockbuster link up for P G’s brands

Procter Gamble is launching a £2m on-pack promotional link-up between its household and laundry care brands Fairy laundry detergent, Febreze fabric freshener, Lenor fabric conditioner and Bounty Fat Rolls kitchen towels, and Madagascar, the new computer-animated comedy.

Madagascar is the latest film from Dreamworks, the creators of Shrek and Shark Tale, and is due to open on July 1.

An on-pack offer invites consumers to send in for either a soft hooded Madagascar towel for kids or a limited edition Madagascar adult towel, in return for two special tokens and £6.50 including post and packing.

Paul Lettice, P G trade marketing manager, said: “‘Madagascar’ is set to be a monster this summer. Our link-up gives retailers a valuable opportunity to profit from the hype around the movie through the in-store excitement we’ll be creating across our participating brands.”

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