[06/06/05 - 12:00 AM]
TBS Movie Extra, 'People' Magazine and Pfizer Partner for Integrated Marketing Initiative

[via press release from TBS]

TBS MOVIE EXTRA, �PEOPLE� MAGAZINE and PFIZER Partner for Integrated Marketing Initiative

Multiplatform Promotion to Launch �Close Moments� Campaign for Listerine PocketPaks� Oral Care Strips

TBS, PEOPLE magazine and PFIZER CONSUMER HEALTHCARE have joined together for a six-month integrated marketing initiative set to kick-off this June. The �Close Moments� multiplatform campaign, developed by Turner Entertainment Sales and Marketing and PEOPLE magazine, will promote the Listerine PocketPaks� oral care strips through an extensive approach including segments on TBS MOVIE EXTRA, a hosted movie showcase airing Thursdays during primetime on TBS, and exclusive print advertisement in PEOPLE magazine.

This marks the first time that Turner Broadcasting System, Inc. and PEOPLE, two Time Warner properties, have partnered to offer a fully integrated advertising program of this scale through on-air, in-book, online, sweepstakes and event sampling promotion components.

The �Close Moments� campaign features the following key elements:

� Exclusive print advertisements for Listerine PocketPaks will appear in five PEOPLE magazine issues for the duration of the campaign. To capitalize on additional readership and excitement, the �Close Moments� ads will be inspired by the themes of PEOPLE�s core special issues��Hottest Bachelors,� �Best & Worst Dressed� and �Sexiest Man Alive.� The advertisements will be exclusive to PEOPLE and will be executed by PEOPLE�s in-house creative services department.

� TBS will present original �Close Moments� segments during four of its weekly TBS MOVIE EXTRA spots. Listerine PocketPaks will receive visual exposure and PEOPLE will receive �throw-tos� to the advertisements in its special issues. The segments will premiere on June 16, the night before PEOPLE�s �Hottest Bachelors� issue hits newsstands. Additional segments will run on Sept. 8, Sept. 29 and Nov. 17.

� TBS�s �Listerine PocketPaks� Hollywood Close Moments Sweepstakes� will offer consumers the chance to win a trip for two to Los Angeles. The sweepstakes begins in mid-July and runs through Sept. 29. It will be promoted during the Sept. 8 TBS MOVIE EXTRA spot and will be sent via email blast to 100,000 PEOPLE.com opt-in subscribers. Sweepstakes information will be available online through ListerinePocketPaks.com, TBS.com, PEOPLE.com and the TBS MOVIE EXTRA micro site.

To add to these initiatives, PEOPLE will host 50 Listerine PocketPaks sampling events in high-profile spas across the country. Similarly, PEOPLE will distribute Listerine PocketPaks at its Nov. 2005, �Insiders Club� presentations to be held across the country. PEOPLE will also launch a coffee sleeve program in each of the nine markets that Pfizer is running outdoor advertisements. The coffee sleeves, designed by PEOPLE will feature spot glued product samples.

�This is an excellent example of two Time Warner entities working closely together to deliver a unique promotion that you can�t find with other media companies," said Linda Yaccarino, executive vice president, Turner Entertainment Sales and Marketing. �This campaign delivers on a multitude of platforms, including natural integration within TBS MOVIE EXTRA, which is sure to bring home the messaging to consumers.�

�Pfizer challenged us to bring them something innovative, compelling and completely unique,� said Paul Caine, publisher, PEOPLE. �Together with our partners at Turner, we�ve created a multidimensional program that delivers on that promise, while supporting the PocketPaks brand�s core messaging.�

�Our feeling is the sum will be greater than the parts on this partnership,� said Scott Grenz, director of media, Pfizer Consumer Healthcare. �To align Listerine PocketPaks with two media equities that are highly relevant to our brand's core consumers in one fully integrated program is very powerful. As marketers, it is incumbent upon us to deliver new and compelling ways to set our brands apart in the consumer's mind. This partnership fully accomplishes that objective.�

�This innovative approach has enabled Listerine PocketPaks to reach its target consumer in a relevant, consistent and meaningful way,� said Jennifer Sigel, associate product manager, Listerine PocketPaks.

Listerine PocketPaks� oral care strips are available in four flavors, Cool Mint�, FreshBurst�, Cinnamon and Fresh Citrus and contain the powerful germ-killing ingredients found in Listerine� Antiseptic in a portable delivery system for instant fresh breath anytime, anywhere. Listerine PocketPaks oral care strips dissolve instantly, killing over 99 percent of odor-causing bacteria within 30 seconds based on lab tests, lasting up to 90 minutes. They contain zero grams of carbohydrates per strip and are sugar-free and calorie-free.

Listerine PocketPaks oral care strips are available in the oral care aisles of grocery, drug, mass merchandise, convenience stores and wholesale clubs. The product is also available at the front-end checkout counters of most stores. Listerine PocketPaks are available in 24 count, 72 count and wholesale club 288 count. The retail price of the product ranges from $1.44 for the 24 count to $13.49 for the 288 count.

Listerine PocketPaks oral care strips are marketed by the Consumer Healthcare division of Pfizer Inc. Pfizer discovers, develops, manufactures, and markets leading prescription medicines for humans and animals and many of the world's best known over-the-counter brands. The Consumer Healthcare Division of Pfizer, headquartered in Morris Plains, New Jersey, is the world's second-largest consumer healthcare company, with a portfolio of market-leading brands that also includes Benadryl�, Listerine� Antiseptic Mouthwash, Neosporin�, Purell�, Visine� and Zantac�.

PEOPLE revolutionized personality journalism in 1974 and is, today, the world's most successful and popular magazine. Each week, PEOPLE brings more than 37 million readers the latest news, inside scoops, exclusive interviews and in-depth reporting on the most compelling people of our time. In addition to its unparalleled access to and coverage of the entertainment community, the stories of real-life heroes, angels and crusaders remain an essential component of the magazine�s editorial approach. This commitment to covering the very best of humanity is at the heart of the magazine�s various philanthropic efforts. With reporters across the globe, the magazine is headquartered in New York City and has editorial bureaus in Los Angeles, Washington D.C., Chicago, Miami, Austin and London. For more information visit www.people.com.

TBS MOVIE EXTRA provides viewers with a front-row seat to the entertainment business, with the added strength of Extra's comprehensive, innovative coverage of the entertainment industry, and its leadership in celebrity journalism and breaking news. Each week, during breaks in the movie, Mike Siegel and Extra anchor Dayna Devon provide eye-popping coverage of the stars, take viewers to the sets of major films and television shows, report on major music projects and concerts, and cover all of Hollywood's backstage happenings. TBS MOVIE EXTRA airs on Thursdays during primetime and is one of four movie showcases currently featured on TBS.

TBS is television's "very funny" network, serving as home to such hot contemporary comedies as Sex and the City, Everybody Loves Raymond, Family Guy, Seinfeld and Friends; high-profile original series, such as The Real Gilligan's Island and Minding the Store; blockbuster movies; and hosted movie showcases.

Turner Broadcasting System, Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.

  [june 2005]  


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