Cover Girl
This article was originally published in The Rose Sheet
Executive Summary
Participates in annual corporate direct-mail initiative with Publisher's Clearing House to support the Special Olympics. P&G will donate 10cent to the Special Olympics program for each Publisher's Clearing House mailing redeemed, up to $750,000, the firm said. A campaign advertising the sponsorship will include Cover Girl print ads and in-store merchandising highlighting model Niki Taylor and three Special Olympic athletes, P&G said. Mail-in-reply cards, in-store tear pads and print ad tip-in cards will highlight Cover Girl's offer to donate $2 (up to $50,000) to the Special Olympics in the name of consumers who purchase selected products. The effort is expected to "reach 55% of total U.S. households"