Drugstores Jumpstart Back-to-School Efforts

Drugstores shifted back-to-school marketing into high gear this week, with Walgreens, Eckerd and Rite Aid all adding promotional overlays to merchandising activities that began in early July. Walgreens adds some incentive with a sweepstakes delivering a $50,000 grand prize, two $25,000 first prizes, and 20 Hewlett-Packard computer/printer packages. The offer kicks off eight pages of dedicated features in this week's circular. Consumers are directed to the chain's monthly EasySaver rebate catalog for entry forms. The sweeps is sponsored by Eveready's Energizer, Bausch & Lomb, Kraft, Kimberly-Clark, and Hewlett Packard (none of whom, incidentally, have products featured in the circular).Meanwhile, Eckerd hosts its second-annual Give Your School A Grant sweeps through Aug. 30, this year awarding $55,000 in financial assistance in the form of $500 grants. To enter, shoppers must purchase two select products from one of nine partnering manufacturers, then mail in their recipts along with an entry form from Eckerd's All-In-One rebate catalog. (The no-purchase entry method is the standard hand-written 3x5 card.) A total of 55 brands from Avery Dennison, Carolina Pad, Coca-Cola, Hershey Foods, Johnson & Johnson, Kraft Foods, MeadWestvaco, Procter & Gamble, and Unilever are participating. Rite Aid keeps the focus on teen girls by rolling out the third flight in its ongoing Glam Camp effort. The back-to-school theme features several promotions, including an offer for a free sampler bag of products with the purchase of any three participating brands -- which include Kodak, Neutrogena, Almay, Clearasil, Mead, Wet "N Wild, Totally Juicy, and Playtex. A Renovation Sensation sweeps overlay dangles $3,500 in prizes from cataloger Pottery Barn Teen; "automatic" entry is gained by entering receipt information for one participating product online at glamcamp.alloy.com.Meanwhile, CVS, Inc., continues to center its marketing on the national rollout of the Extra Bucks loyalty program, which provides savings on future purchases. This week's circular advertises a sweeps overlay giving away a grand-prize spa vacation along with 3,000 CVS-branded cooler bags and 1,000 Lumene toiletry bags.Walgreens, Deerfield, IL, operates 4,077 stores in 43 states. Eckerd, Clearwater, FL, operates 2,700 stores in 21 states. CVS, Woonsocket, RI, has 4,099 stores in 32 states. Rite Aid, Camp Hill, PA, has 3,404 stores in 28 states.

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