Consumer goods giant Procter & Gamble
will gain exclusive sponsorship rights on several areas of teen
portal and community site Bolt.com,
according to the terms of a two-year deal signed by the companies.
Financial details of the pact weren’t announced.
Under the agreement, the pair will develop strategic marketing
programs for a number of P&G brands including Pringles, Pantene, Always and Tampax, placing the products in
prominent positions on several Bolt.com community areas.
As a result, Bolt’s “Hair Help” section will feature Pantene
hair-care products as the premier sponsor, while the “Fact or Fiction”
area, sponsored by Always and Tampax, will serve as a forum about
feminine health issues.
Spokespeople from the companies said additional sponsorship areas for
other P&G brands are in development.
The deal provides P&G with access to a highly sought-after
demographic for many of its products.
“This alliance gives P&G the opportunity to utilize our contextually
relevant environment and forge an ongoing relationship between their
quality brands and our loyal members,” said Bolt chairman and chief
executive officer Dan Pelson.
The services will be available to members via Bolt’s Web site, its
co-branded presence on America Online’s Teen Channel and on the
company’s wireless platform.
In addition to the sponsorships, Bolt will provide P&G with custom
market research based on its more than 3.5 million user base.
“Our agreement with Bolt helps P&G connect with teens by providing
relevant information about several of our teen targeted brands through
useful tools and advertising,” said Doug Milne, i-Brand manager of P&G
iVentures, which orchestrated the deal.
“By leveraging our marketing expertise within the Bolt property, we
can begin to develop more engaged relationships with the next generation
of consumers by connecting them with our brands in a meaningful way,”