WOMEN'S WORLD CUP POURS ITSELF A HOT NEW SPONSOR
Procter & Gamble has signed a sponsorship of the
Women's World Cup soccer tournament for its Millstone brand
of grocery store-vended coffee beans, according to Terry
Lefton of BRANDWEEK. P&G will put WWC '99 marks on five
million bags of Millstone next year and support the deal
with radio in the seven markets where games will be held:
San Jose, Washington, DC, Boston, Chicago, L.A., N.Y., and
Portland, OR. In its "first major promotional tie-in,"
Millstone is expected to get "substantial support to
establish a permanent place on grocer shelves, meaning the
Women's World Cup link could be the first of a flurry of
marketing activities" (Terry Lefton, BRANDWEEK, 5/18 issue).