Procter & Gamble is looking to MTV's The Hills to help revamp the classic college care package. Moms and dads can hit ReadyU.com to buy product bundles like "Beauty Essentials" to send to their cash-strapped kids. The packages, which come with deodorant, toothpaste and the season-three DVD of The Hills (that should help the kids focus on their homework), were plugged during the show's season-four finale on Dec. 22. The initiative, led by P&G's consumer marketing and knowledge division, began as an experiment and took off. And indeed, a bunch of shampoos, razors and TV schlock just might prompt college girls to text "OMG!" to dear old mom and dad.
—Posted by Matthew Fields