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Toejam.com

This article was originally published in The Rose Sheet

Executive Summary

P&G-sponsored teen site launch features "welcome packs" comprising samples of Cover Girl, Noxzema, Pantene, Crest and Secret products, among others. Gift packs available to registered members of Toejam.com, Procter's online forum for young women. Currently offered only to residents of Southern California as part of test market, packs contain existing and new items; offer may roll-out nationwide. Toejam, an acronym for "Teens Openly Expressing Just About Me," went live in March and is backed by print, outdoor, event, radio and in-store ads and promotions, firm says. Toejam is one of two P&G sites replacing Swizzle.com, firm's online joint venture with Excite UK, that was closed in December. Other site, tremor.com, will launch later
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