P&G develops new program in line with Prilosec OTC

CINCINNATI Procter & Gamble on Wednesday revealed a little of its Prilosec OTC marketshare protection strategy with the launch of the "Official Sponsor of Everything You Do Without Heartburn" program.

"Our consumers tell us that frequent heartburn prevents them from doing a lot of the things they love to do," stated Robert Cleveland, Prilosec OTC brand manager. "Prilosec OTC provides powerful protection against frequent heartburn so our consumers can enjoy their passions, and these individualized sponsorships will help them take those passions to the next level."

People can apply for a chance for sponsorship in one of 15 categories, which range from Health & Fitness, to Community Service, to Arts & Crafts, among others. To apply, consumers can visit OfficialSponsor.com, create a profile and fill out the sponsorship application. The application process includes the option to upload pictures or videos to express who they are and what they love to do. If selected, P&G will provide an average of $1,000 worth of resources to help take Prilosec OTC’s patient’s passions to the next level.

The public will have a chance to view every applicant's online profile and vote for their favorites. The application deadline for the initial round of sponsorships is Feb. 22, and those chosen for sponsorship will be announced on or around March 19. A second round of sponsorships will be conducted shortly after.