Starcom Mediavest arranged the tie-in with Viacom under a broader advertising agreement claimed by Advertising Age to be worth $300 million.
Big-name advertisers, such as Procter & Gamble are increasingly incorporating their products into television and movie storylines to combat eroded audience ratings and new recording technologies that allow viewers to skip over 30-second commercial breaks.
Protector & Gamble is to not only run advertisments during commercial slots but is also to have 20 of its products tied-in with the ten week series that takes place in the jungle.
Consumer groups and other critics believe these strategies can unfairly influence some audiences or hamstring a plot line. In the case of Survivor, contestants have previously gone days without a shower and been made to eat insects as part of their jungle endurance, now however they are to be afforded the luxury of mouthwashs and shampoos.
Other Procter & Gamble products to appear in the sponsorship include heartburn antidote Pepto-Bismol, Secret deodorant, Olay skin care and Tide laundry detergent.
Further promotions will also include a competition to become a contest on Survivor, drawn from applicants who have bought three Procter & Gamble products and answered three questions about the TV show.