CNS and Kimberly-Clark Team Up

The makers of Breathe Right nasal strips and Kleenex facial tissues have teamed up to help consumers combat stuffy noses by offering a free box of Kleenex tissues with the purchase of any box of Breathe Right strips. New four-color headers for existing displays of the nasal strips announce the offer, running from January through the end of March.To receive the free box of tissues, consumers can either be reimbursed for the cost of the tissues by using a mail-in rebate form featured on the displays' new headers, or they can use the coupon featured in a national FSI included in 57 million Sunday newspapers during January, which is instantly redeemable at the time of purchase."This promotion is a nice joint tie-in for stuffy noses, a good combination of drug-free products that helps consumers relieve their nasal congestion," says Nick Naumann, marketing communications director at CNS Inc., Minneapolis, makers of the nasal strips. He says that by improving nasal breathing, Breathe Right strips can provide temporary relief from stuffed-up noses, while Kleenex, a recognized leader in the facial tissue category, provides "the best care and comfort to cold sufferers, especially with its new line of Kleenex ColdCare tissues."He explains that CNS' incentive to provide a tie-in promotion was to encourage retailers to use the Breathe Right display, which offers an added value to consumers (the free box of tissues). For Kleenex, a product from Irving, Texas-based Kimberly-Clark Corp., the tie-in helps increase consumer awareness of its new ColdCare tissue product line, Naumann says.CNS' current 24- and 36-count power wings and 60-count floor displays of Breathe Right strips have been equipped with the new 14-inch-wide by 10-inch-high headers. Individual tearpads and shelf connectors have also been supplied to retailers not using the displays.Consumers who mail in the form by July 31 with proofs-of-purchase and sales receipts will receive a check for the cost of the tissues, up to $1.29. Those consumers who present the coupon from the FSI by March 31, will receive a free box of Kleenex tissues.In addition to using the headers and FSI to attract the millions of consumers who seek relief from nasal congestion during the winter months, a four-page trade advertising brochure describing the promotion was sent during December to 65,000 pharmacists and buyers in a direct mailing.Naumann notes that CNS strives to provide regular, value-added promotions to its retail customers to encourage them to feature displays of Breathe Right strips on a consistent basis.All headers and displays are provided free to retailers who purchase the stocked units at standard prices.

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