People's Choice Awards

In 2009, P&G partnered with CVS to sponsor the People's Choice Awards. The "All-Access Backstage Pass to Beaty" was created to showcase P&G beauty brands on the red carpet. The fully integrated campaign appeared on live television, in national beauty publications – both online and in print, and in-store. The concept was sold in as a custom illustration featuring a crystal encrusted backstage pass. The campaign evolved into a live backstage event where one lucky fan was whisked backstage and given a red carpet makeover.  The campaign was made complete with product and model photoshoots, and a robust brand guide establishing the look and feel for all channel partners.