SOURCE: imc2

May 16, 2005 10:41 ET

The Secret Is Out: Secret Sparkle Body Spray Launches New Website

imc2 Partners With Secret to Launch Procter & Gamble's First Character Blog

DALLAS, TX -- (MARKET WIRE) -- May 16, 2005 -- imc2, a top interactive agency, announced the launch of Procter & Gamble's Secret Sparkle Body Spray website ( The site supports Secret's integrated marketing efforts for its new teen-focused body spray product, Secret Sparkle Body Spray, an extension of the Secret Sparkle line of teen deodorant.

The Secret brand challenged imc2 to create an innovative way to bring its TV and print advertising efforts to life online, while allowing teens to create their own online experience. Both the TV and print ads feature a group of four new Sparkle Body Spray Girls -- one for each of the new scents. Each girl (Rose, Vanilla, Tropical and Peach) has a distinct personality that is highlighted in the ads.

imc2 answered the challenge by creating a branded website that uses an innovative approach -- and a first for a Procter & Gamble brand -- 'character' blogs. Each Sparkle Body Spray Girl has her own posts on the website, written in a tone and language to match her unique personality. Rose is a romantic. Vanilla is a hip music lover. Tropical is a cheerleader. And Peach is into computers.

Each character's writing takes on a personality similar to a real teen. They 'blog' about fun things to do on the Internet, with links to cool things teens are interested in, from promotions, to unique products, to celebrity news. The blog also introduces relevant promotions that Secret is sponsoring, such as the MTV Prom Promo. Secret is also driving traffic to the site through print ads and online media, in addition to immersive online advertising on

"When challenged with creating an innovative way to market the new Secret Sparkle products online, imc2 stepped up to the challenge. The character blog concept is fresh and innovative. The site successfully integrates the brand equity through the characters, while allowing each visitor to create her own experience," stated Bruce Katsman, brand manager for Secret.

imc2 has managed the interactive presence for Secret Sparkle since late 2003, spending a considerable time analyzing teen behavior and interactions with the site and numerous other online programs. Building on imc2's experience with Secret Sparkle, imc2 focused on what teens love best -- the fun stuff.

"imc2 excels in introducing clients to new ways to market online. Partnerships with brands such as Secret allow us to develop innovative offerings to prove the continued value of the interactive space," states Doug Levy, president and founder of imc2.

About imc2

imc2, an independent interactive agency, is dedicated to helping its clients achieve their business objectives through interactive marketing. imc2 has offices in Dallas and New York City. imc2 has more than 190 employees and provides interactive services in the following areas: strategy and insight, media and promotions, web development, relationship marketing and measurement and intelligence. imc2 serves a broad and diversified global client base, including Procter & Gamble, Johnson & Johnson, Hanes and Pfizer. Please visit for more information.

About P&G (NYSE: PG)

Two 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®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Bounty®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Actonel®, Olay® and Clairol Nice 'n Easy®, Head & Shoulders®, and Wella. The P&G community consists of about 110,000 employees working in over 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

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