Celebrities to Campaign Against Each Other For Supremacy with Proceeds
Going to Charity
CINCINNATI, OH (Rap Newswire) Sept. 24, 2009 - Procter & Gamble's
TAG(TM) brand is proud to announce the "Signature Series," a collaboration
with hip-hop legend Chris "Ludacris" Bridges, basketball superstar Carmelo
Anthony and professional skateboarder and MTV personality Rob Dyrdek. The
Signature Series includes three cologne quality scents featuring images
of each celebrity on the packaging. The scents are Get Yours from Chris
"Ludacris" Bridges, Stay Up from Carmelo Anthony, and Make Moves from Rob
Dyrdek. To kick off this new partnership, each celebrity will participate
in the "TAG Signature Series Charity Challenge", a national election-style
battle between Ludacris, Carmelo and Rob to raise money for their individual
charitable foundations by encouraging consumers to purchase their TAG Signature
Series scents. Each celebrity's charitable foundation will receive ten
percent of the net realized sales of their product during the Charity Challenge
promotion period. The celebrity with the highest net realized sales during
the Charity Challenge period will receive an additional $25,000 donation
for their foundation.
"The TAG Signature Series is all about helping the consumer to smell
the good life and we have partnered with three unique celebrities that
truly embody urban style and attitude to make that happen," said Athena
Kasvikis, assistant brand manager at P&G. "The TAG Signature Series
Charity Challenge provides a unique fundraising opportunity to increase
awareness for each celebrity foundation and to make a difference in the
community."
Ludacris will campaign on behalf of The Ludacris Foundation, an Atlanta-based
organization that empowers children to take control of their own destiny;
Carmelo will represent The Carmelo Anthony Foundation, a national organization
dedicated to providing opportunities for underprivileged kids; and Rob
will compete on behalf of The Skate Plaza Foundation, an organization that
builds skate parks in developing communities.
The TAG Signature Series Charity Challenge kicks-off September 21, 2009
and will conclude on November 2, 2009. Consumers can participate in the
Charity Challenge by purchasing their favorite TAG Signature Series scent
at retailers nationwide. The celebrity winner of the Signature Series Charity
Challenge will be announced during a live press conference in mid November.
Consumers can learn more about the TAG Signature Series Charity Challenge
by visiting www.Facebook.com/TAG. Consumers visiting the TAG Facebook page
will also be provided with details on how to be entered for a chance to
win a one-on-one moment with one of the TAG celebrities.
Chris "Ludacris" Bridges, Award Winning Rapper and Actor
"As someone who often wears multiple hats -- hip-hop entertainer, entrepreneur,
actor and philanthropist -- I am excited about working with TAG on my new
scent Get Yours. It's the smell of confidence which is what everybody needs
to get yours in this world," says Chris "Ludacris" Bridges. "The TAG Signature
Series Charity Challenge is a great opportunity to help The Ludacris Foundation,
so I'm excited to unite everyone in the ludaverse to take down Melo and
Rob."
Carmelo Anthony, NBA All-Star, Olympic Gold Medalist and Philanthropist
"My new TAG scent Stay Up is all about me being fresh whether I'm on
the court or hanging out with my friends," says Carmelo Anthony. "Winning
the TAG Signature Series Charity Challenge would help The Carmelo Anthony
Foundation expand the resources we have to invest in programs that empower
kids and help build a positive community."
Rob Dyrdek, Reality-TV Star, Filmmaker, Entrepreneur and Philanthropist
"I'm always on-the-go, so my new TAG scent Make Moves is all about how
I live my life, free and unstoppable," says Rob Dyrdek. "There's no question
that I'm going to win the TAG Signature Series Charity Challenge. Luda
and Melo might be stars, but they don't have a TV show like I have to mobilize
my fans to pick up Make Moves and help The Skate Plaza Foundation."
About Procter & Gamble (NYSE: PG)
Three billion times a day, P&G brands touch the lives of people
around the world. The company has one of the strongest portfolios of trusted,
quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R),
Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R),
Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R),
Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), Braun(R)
and Fusion(R). The P&G community includes approximately 138,000 employees
working in about 80 countries worldwide. Please visit http://www.pg.com
for the latest news and in-depth information about P&G and its brands.
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