Procter & Gamble has introduced “Bruce” the mascot for its new line of advertising. The dog will initially appear in four new ads during March and April, competing with dog mascots from four NCAA teams. The company hopes this will attract attention as March Madness approaches. The mascot will be used to communicate emotions through action and expressions, not words. Spruce is one of the newer products in P&G's portfolio, which is pet friendly. Bruce will help remind consumers that Spruce can be used around pets, which often carry negative sentiments towards the product category. The advertising company is applying traditional marketing methods to a category that has not been well received.