Colgate-Palmolive Stays Active

To complement this month’s Hall of Fame profile of Barry Roberts, we present a roundup of recent marketing activity at retail from Colgate-Palmolive:DrugstoresColgate-Palmolive often activates its national programs at Walgreens. Last fall, for example, the manufacturer supported its “Haz La U” (“Make the U”) cause campaign tying in to “Hispanic Heritage Month” with signage on Walgreens’ permanent dump tables, which stocked brands including Colgate, Speed Stick, Irish Spring and Softsoap. The manufacturer awarded 45 educational grants totaling $75,000 to Hispanic students through a partnership with the Hispanic Heritage Foundation, a Washington, D.C.-based nonprofit.At CVS/pharmacy, the Colgate brand last summer secured space for dedicated endcap displays, and supported those investments with ExtraBucks incentives communicated via circular features and social media activity. A variety of P-O-P materials merchandising numerous products from the brand included two separate endcap units and shelf trays.Additionally, the new Hispanic-targeting “CVS/pharmacy y mas” format in Miami stocks Colgate-Palmolive’s Fabuloso and Suavitel.Mass MerchantsDuring the 2015 back-to-school season, Colgate teamed with Meijer to stage a “Recycled Playground Challenge” leveraging the manufacturer’s ongoing partnership with upcycling company TerraCycle, Trenton, New Jersey. The effort had schools send toothpaste tubes and caps, toothbrushes, floss containers and associated packaging to TerraCycle to earn credits and vie for the installation of a playground made from the recycled waste.Schools were able to earn additional credits for votes accrued via promotional pages within terracycle.com and meijer.com. Eight runners-up received 500 Colgate toothbrush and toothpaste SKUs, a visit from the Colgate “Bright Smiles, Bright Futures” dental health screening van and a store gift card worth between $150 and $750. Circular features and social media activity supported the effort.SupermarketsLast summer, Colgate-Palmolive teamed with General Mills to offer an incentive to help consumers have “A Successful Start to Every Morning” at H-E-B. In the Texas supermarket chain’s stores, shelf talkers promised $3 off a future receipt with purchase of $10 worth of select brands from the manufacturer, including Speed Stick, Softsoap and Fabuloso as well as General Mills’ Bisquick, Larabar and Go-Gurt.However, it is usually Colgate-Palmolive’s Tom’s of Maine brand that earns the spotlight in the grocery channel.In the Northeast, Tom’s of Maine last summer staged an exclusive #Goodness-Story sweepstakes at Delhaize America’s Hannaford. Consumers entered by posting a comment on either the brand or supermarket chain’s Facebook page, explaining how the entrants or someone they know help their community. One winner each week received a $100 store gift card.In stores, upfront endcaps stocking Tom’s products were outfitted with headers and account-specific shelf blockers touting the partners’ charitable efforts. The partners also enlisted bloggers to promote the sweeps, with Facebook and Twitter updates supporting the effort.Tom’s of Maine also has been active at specialty grocer Whole Foods. Products from the brand were included in the “Ready for Action” product bag the retailer offered last summer as part of its “Ready for Action Week.” Made by RIJI Green, a Centerville, Virginia-based manufacturer of bags and wallets that donates a portion of its proceeds to nonprofits that combat human trafficking, the limited-edition bag cost $12 and boasted an estimated retail value of $50.In-store stanchion signs promoted its availability; floorstands previewed the bag’s contents and a counter card counted down the days until it was available. An assortment of digital activity supported the effort.Earlier, Tom’s of Maine also was included as one of 12 brands delivering coupons in a kids’ activity book created through a partnership with Collingswood, New Jersey-based Mambo Sprouts Marketing and benefitting the retailer’s Whole Kids Foundation. Brands paid $5,000 to appear in the book, according to the sponsorship section of the nonprofit’s website.Stores sold the $3 books at checkout and customer service counters. The coupons provided a total of $13 in discounts and were valid throughout 2015. Display ads, email ads and social media activity supported the effort.Pet StoresLast fall, Hill’s Science Diet helped Mars Inc.’s Banfield Pet Hospital run a “Paws for Pet Health” event in PetSmart stores on Oct. 10-11. Nutritional consultants offered personalized pet food advice and handed out vouchers for free wellness checks at the in-store veterinary clinics, which Mars exclusively operates at the retailer.Halloween-themed pallet displays merchandising Hill’s Science Diet used the Paws for Pet Health message. Flyers distributed on store circular racks promoted the event while delivering coupons for Hill’s Science Diet or Ideal Balance cat and dog food valid from Oct. 5 to Nov. 30. Hill’s supported with updates on its Facebook and Twitter pages, as well as display ads on websites such as CatchFred.com.The partners ran similar events earlier in 2015, on Feb. 7-8 and Sept. 19-20, and again in 2016 on Jan. 16-17.Hill’s was also active at Petco by participating in the retailer’s “50th Anniversary Sale.” Petco offered Hill’s dog treats free with purchase of the brand’s dog food from Sept. 27 to Oct. 10.

Colgate-Palmolive Stays Active

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