Consumer products giant Procter & Gamble yesterday launched, an online pilot scheme offering themed gift packages targeting the low-budget end of the market. The initiative follows last year’s customized beauty-care program,

MoreThanACard will attack the under-$25 gift market, said to be worth around $30 billion annually. It offers themed gift packages containing P&G products as well as non-P&G merchandise. Themes include new baby, new house, new job, new pet or other special occasions.

Given P&G’s current straitened circumstances, the company is not planning any media support for the test, although it will promote the venture to its own employees and shareholders.

News source: Advertising Age - Interactive Daily