TBS, People magazine and Pfizer Consumer Healthcare will kick off a six-month integrated marketing initiative later this month, the network said Monday.
In the “Close Moments” multiplatform campaign -- developed by Turner Entertainment Sales and Marketing and People -- “Listerine PocketPaks” oral-care strips will be promoted with segments on “TBS Movie Extra,” a hosted movie showcase airing Thursdays during primetime, and with exclusive print advertisement in the magazine.
People will also host 50 PocketPaks sampling events in spas across the country, and the magazine will distribute the products at its November “Insiders Club” presentations across the country.
TBS and People are both Time Warner Inc. properties.
“This is an excellent example of two Time Warner entities working closely together to deliver a unique promotion that you can’t find with other media companies," Turner Entertainment Sales and Marketing executive vice president Linda Yaccarino said in a prepared statement.
“This campaign delivers on a multitude of platforms, including natural integration within TBS Movie Extra, which is sure to bring home the messaging to consumers,” she added.