Procter & Gamble is inviting members of the music industry to submit tracks to be used as an “anthem” for its cosmetics brand, CoverGirl. The move follows a similar contest last year for a song to be used in advertising for hair care brand Pantene.
P&G advertising agency Grey New York will announce the plan at this week’s MIDEM Annual Conference, which takes place in Cannes. The event, billed as the world’s largest music market, is expected to gather 1,300 participants from around the world.
Grey will invite delegates to submit tracks and the agency, together with P&G, will evaluate the entries and create a shortlist of 20. These will then be presented at a listening session for everyone attending the conference. The session will be one of three held at MIDEM. Organisers refer to the listening sessions as “onsite auditions” for films, advertising, television shows and video games.
Last year at MIDEM, Grey New York and P&G selected a song for the Pantene brand. The song, entitled Shine, was written and performed by unsigned New York artist Rosi Golan, who has since produced her first album.