In its latest variation on its annual Divas special, VH1 announced
Monday that it has sold its Divas Duets, due May 22, to nine brands,
including three from Procter & Gamble Co.
Divas Duets will bow at 9 p.m. May 22. This will be the second year VH1
will originate a Divas show from Las Vegas.
P&G will advertise Crest Rejuvenating Effects, Cover Girl and Hydrience
by Clairol on the primetime special.
The other major sponsors are Heineken USA, DaimlerChrysler's Mercedes-Benz,
Duart Laboratories' Infusium 23, PepsiCo Inc.'s Aquafina, DaimlerChrysler's
Chrysler Group and McDonald's Corp.
Chrysler Group has been running a TV campaign starring Celine Dion since
earlier this year.
Hosted by Queen Latifah, the show, to date, has booked Dion, Whitney Houston,
Beyonce, Mary J. Blige, Chaka Khan, Jewel and Lisa Marie Presley as
The special is an annual benefit for the VH1 Save the Music