P&G Takes Its First-Ever Urban Campaign to the Streets, Subway

The No. 6 subway line, running through Manhattan and the Bronx, provides a crash course in coping with crowds and varying degrees of personal hygiene.

So it’s a logical venue for Procter & Gamble Co. to promote deodorant, toothpaste and air freshener in its first ad campaign focused on urban consumers. The marketing push, called New York Tough, is aimed specifically at residents of the biggest U.S. city, who can see the advertising on subway trains and hear it on local radio.