Procter & Gamble’s TAG brand has unveiled its “Signature Series,” a collaboration with Ludacris, basketball superstar Carmelo Anthony and professional skateboarder and MTV personality Rob Dyrdek.
The Signature Series includes three cologne quality scents featuring images of each celebrity on the packaging.
The scents are Get Yours from Chris “Ludacris” Bridges, Stay Up from Carmelo Anthony, and Make Moves from Rob Dyrdek. To kick off this new partnership, each celebrity will participate in the “TAG Signature Series Charity Challenge”, a national election-style battle between Ludacris, Carmelo and Rob to raise money for their individual charitable foundations by encouraging consumers to purchase their TAG Signature Series scents.
Each celebrity’s charitable foundation will receive ten percent of the net realized sales of their product during the Charity Challenge promotion period. The celebrity with the highest net realized sales during the Charity Challenge period will receive an additional $25,000 donation for their foundation.
Athena Kasvikis, assistant brand manager at P&G, stated,
“The TAG Signature Series is all about helping the consumer to smell the good life and we have partnered with three unique celebrities that truly embody urban style and attitude to make that happen. The TAG Signature Series Charity Challenge provides a unique fundraising opportunity to increase awareness for each celebrity foundation and to make a difference in the community.”
Ludacris will campaign on behalf of The Ludacris Foundation, an Atlanta-based organization that empowers children to take control of their own destiny. Ludacris added,
“As someone who often wears multiple hats – hip-hop entertainer, entrepreneur, actor and philanthropist — I am excited about working with TAG on my new scent Get Yours. It’s the smell of confidence which is what everybody needs to get yours in this world. The TAG Signature Series Charity Challenge is a great opportunity to help The Ludacris Foundation, so I’m excited to unite everyone in the ludaverse to take down Melo and Rob.”
Carmelo will represent The Carmelo Anthony Foundation, a national organization dedicated to providing opportunities for underprivileged kids; and Rob will compete on behalf of The Skate Plaza Foundation, an organization that builds skate parks in developing communities.
The TAG Signature Series Charity Challenge kicked off on September 21, 2009 and will conclude on November 2, 2009. Consumers can participate in the Charity Challenge by purchasing their favorite TAG Signature Series scent at retailers nationwide. The celebrity winner of the Signature Series Charity Challenge will be announced during a live press conference in mid November.