Procter & Gamble Co is drawing onward a new tagline.

Procter & Gamble Co is drawing onward a new tagline, risque outline and caffeinated concept to give its stealthy brand a jolt in a supercharged antiperspirant-deodorant category.

In a just discovered campaign reminiscent of Nestle's Taster's Choice coffee ads of the early `90 the brand today breaks the first of three recent spots in a serial TV effort from Bcom3 Group's Leo Burnett Co Chicago, and director Joe Pytka. The 30-second ads feature 25-year privy vignette husband-and-wife characters Jack and Shirley,