FSI Report: April 25, 2004

Long before American Idol, there was the "Colgate Country Showdown," and this week the brand begins to drum up competitors for its 23rd annual talent contest. Colgate-Palmolive works with local radio stations to recruit aspiring musicians to compete in 500 talent contests. State winners advance to one of six regional finals and the winners of that round proceed to a national final, which will next be held in January 2005. The contest awards more than $300,000 in cash prizes, including a grand prize of $100,000. Details are at colgatecountryshowdown.com. The contest, which was tagged in a full-page FSI April 25, was featured in Osco Drug's April 25 circular and Meijer's May 2 circular. Additional FSI-supported campaigns breaking this week include: Unilever Bestfoods' Ragu drives home its sponsorship of the 2004 Hungry Drives NASCAR Busch Series Team with a full-page FSI featuring three drivers. Consumers are directed to visit eat.com for recipes and to learn about the Hungry Drivers racing team. Reckitt Benkiser's Veet advertises its new bladeless hair removal kit for women with a sweeps awarding a private concert in the VH1 Studio for five friends. Entry is at veet.us through June 6. Co-equity overlays with retailers including CVS support. Meanwhile, sister brand Air Wick hosts a sweeps offering a spa vacation. Entry is at airwick.com through July 30.Hershey Foods introduces a caramel-filled Kisses SKU with a free trial offer. To receive the free bag of Kisses, consumers mail in a form found in the FSI and two UPCs from Hershey's candy bags. Unilever uses a two-page spread to tout its homebasics.com site. (See Related Articles.) The spread, depending on the market, offers up to $10 in coupons on brands including Lever, Caress, Snuggle, Finesse, Degree, ThermaSilk and Vaseline. Consumers are directed to the web site to join ClubMom to receive recipes, coupons, tips and special offers. Co-equity overlays with retailers including Jewel and Winn-Dixie support. Johnson & Johnson's Tylenol continues to promote its "Push Through the Pain" game tied to Survivor: All Stars. The brand is offering a grand-prize trip to the CBS show's filming location in Panama. (See "FSI Report: Jan. 18, 2004" in Related Articles.) Details are at cbs.com/survivor/Tylenol. The full-page insert features a $1-off coupon. General Mills' Yoplait gets in on the Shrek 2 action with a coupon for Go-Gurt featuring characters from the DreamWorks' sequel, which opens on May 21. (See Related Articles.)Energizer's Schick plays up its Intuition razor for women with a free trial offer. The full-page FSI includes a coupon for a free package containing two razor cartridges.

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