Procter & Gamble Products Star in a TV Show
Next time you go grocery shopping, you may be watching Procter & Gamble products on TV (The Wall Street Journal, subscription). The packaged food manufacturer is partnering with Albertsons, the owner of more than 2,000 grocery stores, on a scripted TV series about a taco stand that will feature P&G products and be shown in Albertsons stores.
How it works: “Albertsons plans to air 15-second teasers on digital screens strategically placed in locations like its stores’ entrance areas, meat and seafood counters, and outdoor refueling stations.”
- Viewers will be able to watch the whole episodes on Albertsons’ app, which they can access via QR codes displayed on the grocery store screens.
The plot: The TV show’s plot lines will incorporate many different P&G products for a wide range of uses. In the pilot, “the family’s abuela rushes to Albertsons to stock up on avocados and realizes before leaving that she also needs a new bottle of P&G’s Head & Shoulders shampoo.”
Cannes-do: The show will make an appearance at a storied location for the movie industry, as Albertsons looks to expand its in-store ad offerings.
- “The chain will screen the show this month at the Cannes Lions Festival of Creativity in France, where it hopes to attract interest from other brands,” according to an Albertsons executive.
