Piglet and Bunny of Soviet TV
Class TV Co. has sanctioned Procter & Gamble (P&G) to use in its disposable diapers the images of funny piglet Khryusha and goody bunny Stepashka, the famous and well-loved characters of Good Night, Kids! TV program that has survived since the time of the former Soviet Union. Actually, it is the first time that a transnational company will use children’s brand of the USSR to promote its product.
The diapers’ advertising will be set into motion July 1, said Gennady Zhilinsky, who is the marketing director for product of children’s hygiene at Procter & Gamble Eastern Europe. Together with Good Night! characters, Zhilinsky specified, they will be doing what Khryusha and Stepashka have done independently – helping the kids fall asleep in good mood and wake up full of joy.
In addition to diapers, P&G will launch the branded toys production and open the branded playing areas in hypermarkets and trading centers. The respective agreement has been reached with Banana-Mama chain already, Zhilinsky said.
P&G declined to shed light on financial terms of the deal. According to Class CEO Alexander Mitroshenkov, the revenues “will depend on the diapers’ sales.” The contract of P&G and Class has been made for three years, but “both parties are willing to continue cooperation,” Zhilinsky pointed out.
www.kommersant.com
All the Article in Russian as of June 13, 2007
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