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Procter & Gamble is tapping into the power of consumer testimonials to promote one of its newest products, Bounce Dryer Bar.
The packaged goods giant is kicking off an effort next month, consisting of a series of print advertorials and Web videos running in Meredith Corp.’s Better Homes and Gardens and Better, a nationally syndicated lifestyle TV show. The goal is to drive trial and usage of Bounce Dryer Bar—which lasts 2-4 months and replaces the need for dryer sheets—via word-of-mouth and consumer recommendations, P&G said.
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