An elaborate Procter and Gamble marketing campaign that included ads in dozens of alt-weeklies is a sign of the rapidly changing advertising philosophies at blue-chip companies, reports the New York Times. The slick and subtly tongue-in-cheek $1 million campaign, "Men With Cramps," quietly rolled out in September and ultimately generated enough buzz to rate a mention on "The Tonight Show With Jay Leno.” The Times notes that other corporate heavies experimenting with non-traditional marketing include American Express, Cadbury Schweppes, Coca-Cola, Ford Motor, and General Electric. The P&G campaign was crafted to highlight the company's ThermaCare line of heat pads, which helps menstrual pain.

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