TAN - ABC Daytime, Campbell Ink Pact SPOILERS

Warning: There are some vague storyline *spoilers* in this for ABC soaps
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mediaweek.com

ABC Daytime, Campbell Ink Pact


John Consoli

JANUARY 28, 2008 -

ABC Daytime has entered into a multi-show product integration partnership
with Campbell Soup Co. to promote the company's support of the American
Heart Association's Go Red For Women movement, which raises awareness
of heart disease in women.

The deal was brokered by Campbell Soup media agency Mediaedge:cia and
developed through ABC Sales' Integrated Marketing and Promotion division.

Shows involved include the network's three daytime soap operas: All My
Children; One Life to Live and General Hospital; and its daytime talk show,
The View.

On Feb. 1, The View will have as a guest a Campbell's spokesperson for the
Address Your Heart with Campbell's campaign. Heart themes will also be
woven into storylines of the three daytime soaps during the month of
February. And a marketing campaign surrounding the prevention of heart
disease will feature ABC daytime talent and air on both ABC and
Disney-owned SOAPNet.

On the Feb. 1 edition of The View, heart disease survivor Toni Braxton will
help launch the sale of a limited edition mug selling for $25, with a portion
of each sale going toward the American Heart Association's Go Red For
Women movement.

One Life to Live will feature a storyline in which two characters at odds
come together to co-host a Go Red Ball sponsored by Campbell's. On
General Hospital, one of the characters will suffer a heart attack and
other women who have suffered from heart disease will support her in
her recovery. On All My Children, there will be a fashion event sponsored
by Campbell's to raise awareness for heart disease.

Interstitials will also be telecast during each of the daytime soaps and
on SOAPNet with heart-healthy messages and encouraging them to visit
Go With Red Campbell's web site for more health information.

"ABC delivered a strategic media solution to Campbell's heart health
marketing objective, and we are thrilled to see all four daytime shows
working in unison to support this very important initiative," said Mike Shaw,
president of sales and marketing, ABC Television Network.

"The ABC programs are highly relevant among our core consumer target,
increasing our ability to connect with them about the importance of heart
health," said Colleen Milway, global media director at Campbell Soup Co.

"For a couple of years now, we've been working with Campbell's, looking
for ways to support their very important initiative of helping create awareness
about the issue of heart health for women and communicating the benefit
of their brands," said Bruce Cohen, managing partner and director of national
broadcast at Mediaedge:cia.

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