Family Dollar Teams With P&G's Luvs

Family Dollar continues its extensive marketing partnership with Procter & Gamble this month by encouraging consumers to "Luv your baby for less."The value chain is distributing an in-store circular containing $5 in exclusive coupons for baby-related products: $3 for P&G's Luvs value diapers, along with Luvs-branded wipes, infant socks and baby-care accessories; and $2 for Family Dollar-brand apparel. Dedicated endcaps, headers and shelf talkers promote the Luvs merchandise. (See Images at right.)The circular also carries $6 in exclusive coupons for P&G's Tide, Gain, Downy, Febreze, Mr. Clean and Dawn brands, which also are stocked on dedicated endcaps.In other recent activity, Family Dollar devoted a full page in its Jan. 17 FSI to P&G products as a tie-in to the manufacturer's most recent brandSaver release. Distributed via News America Marketing's SmartSource, the FSI featured brands including Joy, Duracell, Bounty, Charmin, Luvs, Gillette and Ivory.Additionally, Family Dollar is tapping into P&G's support of the nonprofit Hispanic Scholarship Fund, which will award $2,500 scholarships to 60 Latino undergraduates pursuing degrees in science, technology, engineering or mathematics. The application process began Sept. 15, 2009, and runs through Feb. 28. In fall 2009, P&G pledged $1.5 million to the organization to fund 192 scholarships over the next four years.P&G has provided Family Dollar with an ongoing array of account-specific promotions for several years. In fall 2009, the chain hosted a sweepstakes that rewarded five grand-prize winners with a year's supply of Tide products, paid out as $240 in P&G coupons and a $50 store gift certificate. Stanchions supported. (See Image at right.)

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