FSI Report: April 25, 2010

Two non-packaged goods retailers participate in rare co-equity FSIs in this week's national co-op programs. Swing-N-Slide's Timber Bilt, which is available only through The Home Depot, gives the home improvement chain a co-equity FSI touting its wooden playground sets. (See Image at right.) Rival chain Lowe's also has made recent appearances in co-op FSIs via campaigns from TruGreen and a group of household product manufacturers. (See "FSI Report: April 18, 2010" and "FSI Report: March 28, 2010" in Related Articles.)Meanwhile, Best Buy enters the co-op arena through an FSI from Kodak that presents digital cameras as “great tech gifts for Mom" as Mother's Day approaches on May 9. (See Image at right.) In other activity this week, Novartis Consumer Health offers $22 in coupons through a multi-page event touting Bufferin, Lamisil, Gas-X, Excedrin, Benefiber, Maalox and Prevacid that includes co-equity overlays for Walgreens in some markets. (See Image at right.)Procter & Gamble's Cheer taps into the company's history as a daytime television producer with an FSI depicting soap opera-type characters featured in "Brighten Bay," a series of promotional spots running on the brand's website. (See Image at right.) The campaign included a recently ended contest to find a “bright star” to appear on CBS's As the World Turns. The last soap opera produced by P&G's own production company, As the World Turns will conclude its 50-year run in September. Elsewhere, the manufacturer's CoverGirl touts new LashBlast Fusion mascara in a separate co-equity FSI for Walgreens depicting brand spokesperson Drew Barrymore. And Bounty provides a co-equity FSI for Target. Among this week's seasonal activity:Fresherized Foods' Wholly Guacamole and Mcllhenny Co.'s Tabasco team to suggest pairing the two products to add extra flavor during next month's Cinco de Mayo festivities. (See Image at right.)Windsor Foods' Jose Ole taps into Cinco de Mayo with a “Party of Your Dreams" sweepstakes awarding a grand-prize $20,000. An accompanying “Weekly Party” component awards a $350 Visa gift card, $50 iTunes and Pottery Barn gift cards and seven Jose Ole coupons from Jan. 17 to Dec. 5. Entry for both promotions is online. In a cause marketing overlay, Jose Ole pledges to donate $1 (up to $170,000) to nonprofit Children's Miracle Network for each entry. (See Image at right.)Tequila Cuervo's Jose Cuervo invites consumers to “make it a legendary Cinco de Mayo” in an FSI that offers a $3 coupon. Profoot Inc. delivers a co-equity FSI for Walgreens touting its Flex-tastic foot-care product as “perfect for Mother's Day.” Sweepstakes and games are also plentiful this week:Dole Food Co. stages a “Splash Into Summer” instant-win game. (See Image at right.) Entry is online from April 25 to July 25 with codes received at checkout with purchase of eligible products. The game awards 75 grand prizes of $25 Visa gift cards and 936 water toys from Intex Recreation Corp. as secondary prizes. Hershey Co.'s Hershey's Bliss presents a “More Time. More Bliss” sweeps awarding $20,000 to be used for such time-saving services as housekeeping, fitness trainer, personal chef, nanny or personal assistant. Entry is online from April 2 to June 30. The brand ran a similar sweeps last spring with a more overt Mother's Day theme. (See “FSI Report: May 3, 2009” in Related Articles.)Land O' Frost Inc.'s Premium ties into the May 7 theatrical release of Iron Man 2 with an on-pack instant-win game. Running April 5 to June 14, the game awards a grand-prize trip for four to San Diego in July 2011 to attend the annual Comic-Con industry convention, and 500 first-prize Iron Man 2 video games from Sega. In other activity:Co-op FSI distributor Valassis conducts its annual campaign to support Ronald McDonald House Charities (see "FSI Report: Sept. 20, 2009” in Related Articles) on the cover of this week's Redplum inserts. Bissell's Woolite co-sponsors.Unilever's Maille mustard brand taps into the April 27 home-video release of Universal Pictures' It's Complicated by presenting a recipe for “croque monsieur a la maille” that makes an appearance in the movie. Reckitt Benckiser's Air Wick touts “i-motion,” an oil warmer that releases more fragrance when it detects motion, and again solicits membership in the online “Fragrant Homes Club.” (See “FSI Report: March 28, 2010” in Related Articles.) Sun-Maid invites consumers online to download “a century of free recipes” in anticipation of its 100-year anniversary. The company was founded in 1912. Marcal Paper Mills again uses an image of chief executive officer Tim Spring to ask consumers to “Help Tim Save 1,000,000 Trees” by buying Small Steps products. (See “FSI Report: March 7, 2010” in Related Articles.) Co-equity overlays support in some markets with retailers such as Ahold USA's Stop & Shop.Johnson & Johnson's Aveeno delivers $6 in coupons and a $10 rebate in an FSI that introduces volumizing foam and body wash SKUs.J&J touts its status as founding sponsor of Safe Kids USA, a non-profit organization that seeks to protect children from accidents. (See "FSI Report: April 27, 2008" in Related Articles.) The FSI promotes Band-Aid, Purell, Cortaid and Neosporin and a safetysaving.com website providing coupons, games and tips. (See Image at right.) The nonprofit also was mentioned in a separate FSI for Johnson's baby products. J&J's o.b. again promotes its sponsorship of "Great American Cleanup" events staged by nonprofit Keep America Beautiful (see "FSI Report: March 28, 2010" in Related Articles) in an FSI presenting the brand alongside Carefree and Stayfree. Unilever's Bertolli conducts a sweeps awarding a trip to New York City for an "exclusive event" hosted by celebrity chef Rocco DiSpirito. Entry is online from April 25 to June 30. The FSI also touts recipes and menu ideas on Bertolli's website.Bayer HealthCare's One-A-Day directs consumers to a promotional website to join "My Tree Matters," a program that lets women set personal goals and track their progress. The site also dangles a free photo book from Shutterfly with purchase of one multivitamin SKU.Furmano Foods introduces a "See the Sea" sweeps delivering a $2,500 travel voucher to a beach location of the winner's choice in an FSI for Furmano diced tomatoes. Entry is online from April 25 to May 30. Donovan Advertising and Marketing Services, Lititz, PA, handles.Energizer Holdings offers coupons for Schick Xtreme3 and Hawaiian Tropic in an FSI containing a scratch-and-sniff pad for scented razor handles. (See Image at right.)Various other brands, such as Revlon's Pedi-Expert, Frito-Lay's Tostitos, Perfetti Van Melle USA's Mentos, Archway Bakeries' flagship brand, Reckitt Benckiser's Aqua Mist and Mars Inc.'s Whiskas, tout new line extensions, while others including Kimberly-Clark's Viva, Abbott Laboratories' Ensure and H.J. Heinz Co.'s Classico, promote new packaging. Elsewhere, Walmart had another busy week in the Parade magazine insert, running: two ads for baby products: one for "gear" from Graco, Safety 1st, Kolcraft and other hard goods brands, the other for packaged goods from such manufacturers as P&G, K-C and Abbott Laboratories. It's the third straight week the retailer has run the baby-focused event. (See "FSI Report: April 18, 2010" in Related Articles.)an ad touting Rollback prices on Spectrum Brands' Spectracide insect killer. (See Image at right.)a junior-page ad promoting exclusive Earth Spirit footwear for the second straight week.an ad for Hewlett-Packard printers and ink that includes plugs for a special HP microsite on Walmart's website and the chain's Site to Store delivery service. (See Image at right.)

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