Marketers believe time is on their side

03/31/2005 | NYTimes.com

Daylight-saving time begins at 2 a.m. this Sunday, and this year marketers are treating the change of the clocks as something of a holiday, with retailers like Gap's Old Navy featuring special sales and promotions tied to the event. Ads for Procter & Gamble Co.'s Olay are finding synergies with the time shift -- a campaign for their Regenerist Continuous Night Recovery line promises, "Turn clocks ahead one hour while you turn back the years."

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