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Procter & Gamble, Excite UK To Launch Teen Site

Procter & Gamble and Excite UK announced a partnership this week to develop a new Internet site for teenagers, to be launched later in the year.

Procter & Gamble, which markets 300 brands in over 140 countries, believes the new site will enable it to build ongoing relationships with an increasingly important group of consumers.

James Eadie, P&G brand manager for Interactive Marketing Europe, said the new site would be an opportunity to increase the relevance of P&G brands to the teenage audience in the U.K.

"The Internet gives us a unique platform to leverage the scale of our portfolio to better meet the needs of specific target groups," commented Eadie.

Elements of the new site will include community, chat and interactivity, say the partners, although they did not disclose any specific details.

The new site will be another battle won for Excite Europe in the war between the portals.

"The combination of our technology, service development, content, traffic and award winning search all played their part in P&G's decision to choose Excite for this significant, ground-breaking site," claimed Evan Rudowski, VP and managing director of Excite Europe.

The world's largest advertiser, with such brands as Clearasil, Max Factor, Secret, Pantene, Tampax, Always, Sunny Delight and Pringles, P&G is also famous for having registered hundreds of generic domain names, such as cavities.com, etc.

The domain name for the new site has not yet been revealed.