Big & Rich to Live Their Adventure this Summer with Prilosec OTC

Big & Rich to Live Their Adventure this Summer with Prilosec OTC

Partnership with Hot Country Duo Entertains, Educates Fans across the Country

CINCINNATI, May 31 /PRNewswire/ -- Prilosec OTC today announced a partnership with award-winning country music multi-platinum duo Big & Rich who have signed on as spokespersons for the brand. The partnership will consist of advertising, interactive, in-store promotions, as well as name and title sponsorship of Big & Rich's "Coming to Your City" summer tour, which kicks-off in June. In addition, the partnership will support the Prilosec OTC "Live Your Adventure" Sweepstakes that promises to take lucky fans on a one-of-a- kind Big & Rich adventure. Prilosec OTC is the number one selling over-the- counter heartburn medicine.(1) Prilosec OTC is used for 14 days for treating frequent heartburn (FHB), or heartburn that occurs two or more days a week. This summer Big & Rich is working with Prilosec OTC to help educate the 50 million Americans who suffer from heartburn understand that there is life on the other side of heartburn. Additional details on the partnership and sweepstakes are available at http://www.prilosecotc.com/.

"Both John and I have suffered from frequent heartburn -- and it was really interfering with our lives," said Big Kenny of Big & Rich. "That's why we're excited to be working with Prilosec OTC this summer to show how country music fans can live it up without worrying about heartburn getting in the way."

The "Coming to Your City" tour will visit more than 30 venues nationwide, featuring heartburn screenings, artist autograph sessions, fan karaoke and other fun activities at each stop along the way. Another exciting component of the partnership includes a special on-pack DVD offer that will be available to consumers at participating Wal-Mart stores this summer. The DVD includes a 50- minute documentary with exclusive behind-the-scenes footage of the making of Big & Rich's new video, "The 8th of November," a song based on the true story of their friend and Vietnam War purple-heart recipient Niles Harris. The made-for-TV documentary chronicles the inspiration for the song including Big & Rich traveling back to Vietnam with Harris to the exact site of the battle that took place on November 8, 1965. The song will be released in early July.

"Prilosec OTC is thrilled to be working with such a great powerhouse act like Big & Rich," said Clarissa Niese, assistant brand manager, Prilosec OTC. "We know the band has an extremely loyal fan base and we look forward to entertaining and educating those fans about what life can be like on the other side of heartburn through our activities this summer."

The Prilosec OTC Country Connection

A recent survey(2) found that 38 percent of frequent heartburn sufferers choose Country as their top musical choice, versus only 24 percent of people who don't suffer from heartburn at all. In other words, adult frequent heartburn sufferers are 58 percent more likely to put Country Music at the top of their list than are adults who say they don't have heartburn.

About Big & Rich

Big & Rich formed in Nashville around 1998, when ex Lone Star vocalist John Rich began collaborating with songwriter Big Kenny (real name: Kenny Alphin). The duo established a performers' roundtable at a local dive, and the event dubbed the "Muzik Mafia" soon gained a reputation for eclecticism and notable special guests.

Big & Rich is known for taking country music and removing the boundaries combining several genres anchored by fiddles and the steel guitar and sprinkled with rock and rap and more.

About PRILOSEC OTC

PRILOSEC OTC is the #1 Doctor-(3) and Pharmacist-(4) recommended OTC acid reducer, the first of a class of OTC heartburn medicines that works differently from every other over-the-counter heartburn medication. Prilosec OTC is the only OTC heartburn medicine that can work for 24 hours with one pill a day by directly shutting down many acid pumps in your stomach when used as directed for 14 days for treating frequent heartburn. PRILOSEC OTC is the #1 selling OTC heartburn medicine(1) on the market. For more information about PRILOSEC OTC, visit http://www.prilosecotc.com/. PRILOSEC OTC is available over-the-counter through an alliance between P&G and AstraZeneca.

About Procter & Gamble (NYSE:PG)

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R). Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella, Gillette(R), and Braun. The P&G community consists of almost 140,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

(1) Based on dollar sales. AC Nielson FD+ dollar share of heartburn
(12/28/03 - 6/25/05).

(2) An omnibus survey administered by International Communications
Research (ICR) on June 17-22, 2005 surveyed 1,016 adults via
telephone to determine music format preference among frequent
heartburn sufferers.

(3) NDC Health, NDC Physician Recommendation Audit (April 2005 -
September 2005, Acid Reducer Category). Data on file.

(4) Based on share of recommendations: Pharmacy Today 2005 OTC Survey,
Acid Reducers.

Source: Prilosec OTC

CONTACT: Crystal W. Harrell of P&G Health Care External Relations,
+1-513-622-2880; or Robyn Finker of Manning Selvage & Lee, +1-212-468-3879

Web site: http://www.prilosecotc.com/
http://www.pg.com/

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