Procter & Gamble to Sponsor ‘Mo’Nique’ on Oxygen

Apr 13, 2007  •  Post A Comment

Procter & Gamble agreed to be the sponsor of the third season of Oxygen’s “Mo’Nique’s F.A.T. Chance” program and company’s products will be integrated into on-air and online aspects of the show.

P&G, which is ranked No. 1 in advertising spending, is looking to connect with its African American consumers for its Pantene and Cover Girl brands. Financial terms of the deal were not disclosed, though people familiar with the transaction characterized it as a multi-million dollar deal.

The products will be featured in a beauty lounge during casting calls in Los Angeles, Chicago and Dallas. They will also be featured in on-air vignettes designed to promote tune-in and used in online elements, including pre-roll video.

“We’re excited to be able to connect Procter & Gamble’s brands with Mo’Nique’s passionate, loyal and highly-involved audience: on-air, online and as part of the casting tour,” said Mary Jeanne Cavanagh, senior VP of ad sales at Oxygen.

(Editor: Baumann)