FSI Report: Aug. 15, 2010

Back-to-school activity begins to wind down in this week's FSIs as students in some regions start heading to class.Among the largest efforts is the latest multi-page event in Henkel Consumer Goods' "Henkel Helps" umbrella campaign. (See "Henkel Unites Brands ..." in Related Articles.) The event promotes a "Get Kids Fit" contest awarding $25,000 to the grand prize-winner's school. Consumers enter from Aug. 1 to Sept. 30 on the "Henkel Helps" website by submitting an essay describing how the school would use the money to improve youth fitness.A concurrent sweeps awards a $5,000 grand prize, theoretically for the winning family to spend on fitness equipment. The promotion is run "in cooperation with" the American Council on Fitness. Henkel's event also delivers coupons for several brands, including Right Guard, Renuzit and Soft Scrub.Elsewhere in the back-to-school vein:Welch Foods touts its flagship-brand snacks as "the good stuff" to send to school with kids.Tyson Foods' Any'tizers pitches itself as a snack to help kids "Refuel after school."Kellogg Co. continues its "Fuel for School" effort (see "FSI Report: July 11, 2010") in some markets with a page promoting breakfast cereals and a spread plugging lunchtime and on-the-go snacks.Campbell Soup Co. features the logo for its iconic "Labels for Education" program in two FSIs, one for Campbell's Chunky and one for Select Harvest.Land O'Lakes plugs its participation in General Mills' "Box Tops for Education" by touting the program's back-to-school sweeps, which awards a grand-prize 500,000 and weekly prizes of 5,000 Box Tops to the winners' schools. Consumers enter on the official Box Tops website from July 26 through Oct. 3. A corresponding instant-win game awards prizes of 450,000 Box Tops.Avery Dennison boasts of its "Box Tops" ties in a repeat of a co-equity FSI for Staples. (See the Aug. 8 report.)Abbott Laboratories teams with Chiquita Brands to dangle $2 off the combined purchase of one PediaSure product and a single-serve pack of Dole cut fruit or vegetables.Pfizer Healthcare's Centrum pitches its multivitamins as being "at the head of the class."Coca-Cola's Minute Maid and J&J Snack Foods' SuperPretzel join forces to present themselves as a back-to-school snack idea. In this week's Sunday magazine inserts, Walmart and Kimberly-Clark join for a co-op ad in USA Weekend that offers "Rollback" prices on "back-to-school essentials" from Kleenex, Cottonelle and Viva. The retailer also teams with Hewlett-Packard to dangle a $10 store gift card with purchase of select HP ink packs in a school-themed ad running in USA Weekend and Parade.Among other co-equity FSIs this week:Unilever's Suave runs an ad with Meijer offering a free SKU with the purchase of three products.Energizer Holdings' Schick Quattro teams with Target to offer a $5 store gift card with purchase of two packages of disposable razors.Schering-Plough's Zegerid stages an FSI for Walgreens (in some markets) offering exclusive coupons and Register Rewards savings.Kodak gives a callout to Kmart and Walmart in an FSI touting its low prices on printer cartridges.In other retailer activity, Dollar General runs a multi-page event (distributed by News America Marketing's SmartSource) offering "National Brands at WOW Prices." Specific promotions include a "10 for $10" sale on national and private-label food brands and a feature for bonus packs of underwear from Hanesbrands' Hanes and store brands Open Trails and Bobbie Brooks.The event also includes a page of "Back to School Savings" on various supplies that directs consumers to stores for a themed catalog with "valuable coupons." A seasonal sweeps awards 715 prizes, including HP laptop computers to 15 winners, $50 store gift cards to 300, and a one-year supply of DG body private-label razors to 400. In-store displays for the razors carry entry forms.Meanwhile, rival value retailer Family Dollar runs an FSI showcasing products from several packaged goods makers, including General Mills, Procter & Gamble and Pactiv Corp. Continuing the chain's recent marketing push (see "Family Dollar Field Report"), the two-page event presents some products as "Exactly the same as [those found in] the grocery store. We just price them lower." The event also includes a back-to-school feature.In other activity this week:Dannon Co. enlists supermodel Heidi Klum to promote Dannon Light & Fit, while the CPG's Dan-o-nino touts an in-pack offer for free alphabet magnets (encouraging consumers to collect all 26). In another FSI, Danimals runs a sweeps awarding a VIP field trip to a local amusement park for the winner and 30 classmates.Windsor Foods' Jose Ole continues promoting the "Party of Your Dreams" sweeps it launched in January. (See April 25.)Revlon introduces Just Bitten lip stain in an FSI featuring brand spokesperson Jessica Biel.Unilever's Ben & Jerry's Homemade runs an FSI inviting consumers to the brand's website to learn more about "responsible sourcing" of food.Newman's Own directs consumers to its website to view a new recipe section.Sun Maid offers a $3 mail-in rebate on the combined purchase of raisins and select DVDs from DreamWorks' Shrek series.Kimberly-Clark offers free samples of Poise panty liners on a promotional website.Schiff Nutrition Group again directs consumers online for information about a loyalty program awarding points for purchases that can be redeemed for discounts on future buys. The FSI also promotes a promotional website dedicated to joint health.

FSI Report: Aug. 15, 2010

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