Pepto-Bismol, a Procter & Gamble brand, wanted to communicate the “5 in 1” benefit of the brand: relief for nausea, heartburn, indigestion, upset stomach and diarrhea. Procter & Gamble and Creative Storm partnered to create a PR program using Cincinnati Bengals receiver, Chad “Ocho Cinco” Johnson.
It all started with Chad sending a case of Pepto-Bismol to the Cleveland Browns defensive ends, with a note saying, “Just to add a little color and relief to your week.” Within 3 hours of receiving Chad’s package, Pepto-Bismol and Chad were live on ESPN.
The PR campaign achieved over 377 million gross impressions at a low 63 cents CPM.
Awareness of Pepto-Bismol grew through 100% branded placements in the media.
Pepto-Bismol Charitable Overlay – National Breast Cancer Foundation
The PR program was designed to donate a portion of sales of Pepto-Bismol during the month of October, national breast cancer month, to the National Breast Cancer Foundation.
At the end of the program, over $54,000 was donated to the National Breast Cancer Foundation.