News Release

Prilosec OTC, Actress Marg Helgenberger and Thousands of Women Roll the Dice to Raise Money for Breast Cancer Research

Fundraising Efforts Culminate at the First-Ever Bunco World Championship in Las Vegas, One-Hour Championship Special to Premiere on Oxygen Network

Friday, February 10, 2006 8:08 am EST



Public Company Information:


Prilosec OTC, the number one selling over-the-counter heartburn medicine(2), is joining the fight against breast cancer, the leading cause of death in women between the ages of 40 and 55. To reach the goal of raising up to $1 million for the National Breast Cancer Foundation (NBCF), Prilosec OTC will donate 10 cents for each box of the product sold between February 12 and March 12, 2006. Additionally, Prilosec OTC has offered more than one thousand Bunco enthusiasts from across the United States the opportunity to continue fundraising efforts by playing Bunco to beat breast cancer at the first-ever Bunco World Championship, an event sanctioned by The World Bunco Association, which will be held at the Paris Hotel in Las Vegas February 25-26.

The Oxygen Network will air a special one-hour primetime special in March featuring the Championship action and the personal stories of select players. Breast cancer research supporter Marg Helgenberger will also be on hand at the Championship to encourage participants, many of whom are playing the dice game in honor of a friend or family member with breast cancer.

"I'm pleased to be able to partner with Procter & Gamble and Prilosec OTC to raise money for breast cancer. It's fantastic that they've engaged so many women to come out to Las Vegas to continue the fundraising efforts at the Bunco World Championship -- it's a positive way to get women talking and focusing on the need for breast cancer research and education," said Marg Helgenberger.

For those who cannot attend the event, but want to help raise $1 million for the NBCF, Prilosec OTC is offering one-of-a-kind Bunco kits, which will be sold online at A portion of the sales from these kits will be donated from February 12 - March 31.

Phenomenon of Bunco

Bunco may not be a household name, but it is rapidly becoming a household game. This dice game favored by women as an alternative to "poker night" has been steadily gaining popularity. In the past year, over 59 million women have played Bunco and over 27 million play regularly. Like most dice games, Bunco is based primarily on luck. However, for the women who play, it is not merely a game, but a reason to get together with female friends for a home cooked dinner, a delicious dessert, good gossip and just plain fun. Traditionally, women have also used these gatherings as an opportunity to talk with friends about health concerns like breast cancer as well as to raise money for breast cancer research. In the last five years, local Bunco clubs have raised more than $350,000 for breast cancer research and education. To help maintain the tradition, Prilosec OTC has created a one of a kind event for Bunco fans and a pledge to raise money for breast cancer research.

"Each year, over 1 million women across the world are diagnosed with early breast cancer(1). Procter & Gamble is dedicated to women's health needs, and therefore has pledged to help raise money and awareness of breast cancer. We hope people will join us in the fight against breast cancer and support our efforts this winter," said Clarissa Niese, Assistant Brand Manager of Prilosec OTC.

Bunco To Beat Breast Cancer

The Prilosec OTC Bunco World Championship will take place at the Paris Hotel in Las Vegas February 25-26. One thousand players will compete in the Championship for the grand prize of $50,000. Prilosec OTC will make a donation to the NBCF for each "Bunco" (three of a kind that matches with the current round) rolled during the Championship event. The event will also feature a "dueling pianos" booth, where people will be able to give money to hear their favorite song or to stop a song from being played.

The Oxygen Network will premiere one-hour primetime special on the Championship on March 10 at 8:00 p.m., complete with an inside look at the women who play Bunco. For more information on fundraising efforts and the World Bunco Championship log on to


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 that can work for 24 hours with one pill a day, when used as directed for 14 consecutive days, by directly shutting down many acid pumps in your stomach. In the two years since PRILOSEC OTC was launched, it has become the #1 selling OTC heartburn medicine(2) on the market. For more information about PRILOSEC OTC, visit PRILOSEC OTC is available over-the-counter through an alliance between P&G and AstraZeneca. AstraZeneca continues to market and sell prescription PRILOSEC.

About Procter & Gamble (NYSE: PG)

Two billion times a day, P&G brands touch the lives of people around the world. The company has one of the largest and strongest portfolios of trusted, quality brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Bounty(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Actonel(R), Olay(R) and Clairol Nice 'n Easy(R). The P&G community consists of nearly 98,000 employees working in almost 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

About National Breast Cancer Foundation (NBCF)

The National Breast Cancer Foundation's focus is to save lives now through early breast cancer detection. Mammograms are one of the best methods to catch the disease before it's too late. In fact, if the disease is caught early enough, the five-year survival rate is 97 percent. Visit to learn more about mammograms and self- breast exams.

About Oxygen

Oxygen, the only cable network owned and operated by women, is currently available in 66 million homes. The network was launched in 2000 to fill a void in the television landscape -- creating a network targeted to younger women. Oxygen is rewriting the rulebook for women's television, with the most original programming of all the women's networks including Campus Ladies, Mo'Nique's Fat Chance and Talk Sex with Sue Johanson. Geraldine Laybourne, the network's founder, Chairman and CEO, has led the company to be a strong advocate for women. Through programs like The Mentor's Walk, Oxygen's national program for bringing along the next generation, and "Who Cares About Girls," Oxygen's new documentary series -- Oxygen is creating The New Girls Network.

(1) Guidelines for International Breast Health and Cancer Control. Pan American Health Organization. Available at Accessed February 3, 2006.

(2) Based on dollar sales. AC Nielson FD+ dollar share of heartburn (12/28/03 - 4/23/05).

(3) NDCHealth, NDC Physician Recommendation Audit (April 2004 - September 2004, Acid Reducer Category). Data on file.

(4) Based on share of recommendations: Pharmacy Today 2004 OTC Survey, Acid Reducers.


P&G Health Sciences Institute
Crystal W. Harrell, Ph.D, +1-513-622-2880
Manning Selvage & Lee
Robyn Finker, +1-212-468-3879