Walmart, P&G emphasize family in new partnership

BENTONVILLE, Ark. Roll out the Red Carpet because Walmart and Procter & Gamble are entering showbiz.

The two giants are collaborating to provide family-friendly TV programming, beginning with "Secrets of The Mountain," a TV movie that will debut on NBC on April 16.

The move is a key component of Walmart's Family Moments campaign, a marketing, in-store and digital initiative designed to provide more entertainment options for the entire family.

"Secrets of The Mountain" is a two-hour drama/adventure. It focuses on Dana James, a public defender and single mother who takes her family to visit a mountain cabin they inherited from their eccentric uncle, only to find themselves embarking on the adventure of a lifetime.

The move into showbiz isn't a first for P&G. For over five decades, P&G Productions have produced nearly 50 movies of the week, 35 years of People's Choice Awards, 20 soap operas and a number of beauty pageants and variety shows.

"We are pleased to be working with Walmart and their Family Moments initiative to positively impact the number of choices families have for television entertainment," stated Marc Pritchard, global marketing and brand building officer for P&G. "As a company of family brands, we know that context matters, and we're proud to advertise our brands in this broadly appealing content."

In addition to TV programming, the Walmart Family Moments campaign covers other areas important to parents, including memorable family activities such as family game night. In September 2009, Walmart launched a new "Family Moments Destination" across all stores with ideas and products to help design a complete family night experience. Additional Family Moments initiatives are expected to be announced in the coming months.