Procter & Gamble’s Secret partnered with imc2 Partners to launch a website supporting Secret’s integrated marketing efforts for its new teen-focused product, Secret Sparkle Body Spray. The Secret brand challenged imc2 to create an innovative way to bring its television and print advertising efforts to life online, while allowing teens to create their own experience. The company created character blogs for each of the four Sparkle Body Spray girls that are featured in the ads, one for each scent. Each Sparkle Girl has her own posts on the website, written in a tone and language to match her unique personality. Rose is romantic, Vanilla is a hip music lover, Tropical is a cheerleader and Peach is into computers. They ‘blog’ about fun things to do on the internet, with links to cool things for teens such as promotions, unique products and celebrity news.
Secret Sparkle Body Spray Launches Website
Published December 9, 2005
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