P&G SIGNS SOAP STAR AS INNER SCIENCE SPOKESPERSON
By Adnews Staff
Procter & Gamble has signed Melody Thomas Scott of soap opera The Young & the Restless as the Canadian spokesperson for its Inner Science hair care product line. Scott will appear in print and television creative as well as participate in speaking engagements and a consumer contest. New advertising featuring Scott breaks on Monday. The television advertising uses the tagline "Rediscovering My Hair" and presents testimonials from Inner Science users including Scott. According to P&G, the company decided to use testimonials after receiving calls from customers who had used the product. TV advertising will be accompanied by print advertising in publications such as Chatelaine, Canadian Living and Flare as well as a direct mail piece. A contest will also begin on Monday in which entrants can win a trip for two to New York to attend the Daytime Emmy Awards on May 17 and have lunch with Scott. The contest will run until April 26. Advertising for Inner Science is done by Leo Burnett. Public relations are handled by Advance Planning/MS&L. Both agencies are based in Toronto.