P&G and RSVP team up for cross-media Pringles promotion

Procter & Gamble has signed a deal with RSVP, the cross-media partnership, to support its Pringles brand.

RSVP, an alliance between Capital Radio, Viacom Brand Solutions and IPC ignite!, will back the Pringles brand with a "taste the world" promotion that will run for a month.

P&G is spending £200,000 on weekend activity with the Capital FM Network, excluding the London station, and £100,000 in the IPC titles Nuts, Now, Woman and Chat.

The Capital Radio activity will enable listeners to win a BBQ party pack.

The deal was struck by IPC and Capital Radio with P&G's media agency Starcom Mediavest.

P&G's decision to use RSVP follows an earlier cross-media deal with the RSVP partners for its Head & Shoulders brand.

RSVP launched in March with the aim of providing advertisers with a cross-media approach to targeting youth audiences. Other advertisers to use the service include TDK and Strongbow.

The rival media groups Emap and Scottish Media Group offer cross-media solutions using their own range of properties.