FSI Report: Feb. 22, 2004

Pampering is the hook for marketing campaigns Campbell Soup Co. and Procter & Gamble's Clairol play up in this week's FSIs.Campbell's Soup hosts a "SouperStar Mansion" sweeps offering the winner, three friends and their parents the chance to live like celebrities for one week, complete with a mansion stay and butler, limo and personal chef services. To enter, consumers plug in codes found on cans of condensed soup at mysoup.com through May 31.Meanwhile, Clairol Nice 'n Easy continues to promote its tie-in with NBC Enterprises' syndicated reality show Starting Over. A full-page FSI advertises a contest/sweeps at startingovertv.com awarding winners a beauty transformation from a team of professionals that will be featured on the show. Entry is through March 5. (See Related Articles.)Among other FSI-supported campaigns breaking this week:Del Monte Foods hosts a two-page spread offering $7 in coupons across six brands (9 Lives, Kibbles 'n Bits, Pounce, Meaty Bone, Jerky Treats and Pup-Peroni). The company pledges to make a donation to American Humane for every coupon redeemed and also sponsors the nonprofit's "Be Kind to Animals" contest. To enter the contest, consumers write 200-word essays about a kid (aged six to 13) who performed an extraordinary act of kindness for an animal. The winner scores $5,000. Nominations are due by April 1. Shelf talkers at retailers including A&P support.Gorton's Fish promotes a mail-in offer for a "celebriduck tub toy" (the brand's icon shaped like a duck) with the purchase of three products. The offer runs through May 31 and plays off a similar mail-in offer the company is running with Hasbro for three NakNak fishermen figurines with the purchase of two products. (See "FSI Report: Oct. 12, 2003" in Related Articles.) Also this week, Gorton's wraps up an offer for a free beauty salon treatment with the purchase of three Grilled Filet or Grilled Salmon items. (See "Safeway Stocks Up with Nestle" in Related Articles.)Campbell's Pepperidge Farm hosts a "Pick Your Passion, Drive Your Passion" sweeps awarding the winner's choice of a Mini Cooper S, BMW X5 or BMW 325Ci convertible. Consumers enter through a form found in the FSI or via displays at retail.Livonia, MI-based Valassis hosts a one-page event teaming more than 10 brands with the California Milk Processor Board's "got milk?" campaign. The FSI features milk facts and highlights companies including Georgia-Pacific, Campbell Soup Co.'s Pepperidge Farm and Gorton's Fish.In honor of National Frozen Food Month in March, the National Frozen & Refrigerated Foods Association hosts a two-page spread directing consumers to bringustoyourtable.com to enter a sweeps awarding one $5,000 grand prize and five $1,000 prizes. Twenty-one brands are featured, with coupon offers from Sara Lee Corp., ConAgra Foods and Tyson Foods.St. Ives Laboratories, Inc. runs a half-page FSI for Swiss Formula moisturizing lotion and an adjoining full-page FSI promoting an instant-win game. Consumers scratch off a game piece found on the FSI for the chance to win a grand-prize trip for four to Switzerland. Five first-place winners score $5,000 in Swiss Francs. Additional prizes include millions of samples and coupons.ACH Food Cos.' Mazola offers free produce worth $1.50 with the purchase of two Mazola products. The full-page FSI also plugs a free cookbook offer found on labels of corn oil, vegetable oil and cooking spray, and features the American Heart Association logo. (Mazola is an AHA sponsor.)Kraft promotes an on-pack instant-win game on boxes of various Pouch Snacks. The game ties into Nickelodeon's Fairly OddParents kids program, and offers four $5,000 grand prizes "to make your wish come true." Consumers enter at winyourwish.com through July 26.Saputo Cheese's Frigo Cheese Heads promotes an on-pack offer giving away Pokemon Game Boy Advance prize packs from Nintendo America. Consumers submit UPC codes found on string cheese and mini-bar packages to be entered into the drawing. One hundred winners will be chosen over a 100-day period through March 25.Unilever introduces a new Sunkissed Breeze fragrance for Snuggle with a full-page FSI containing a scratch-n-sniff pad. Customized SmartSource take-ones support in retailers including Ralphs and Pathmark. Co-equity overlays with retailers including Albertsons and Jewel promote Snuggle and sister brand Wisk.Reckitt Benckiser continues to use the The Jetsons to promote Electrasol dishwashing detergent. (See "FSI Report: Oct. 26, 2003" in Related Articles.) Co-equity overlays with Kroger and its Ralphs chain support. Elsewhere, Reckitt uses a full-page FSI to advertise its new Lysol Ready Brush toilet bowl cleaner and a half-page to tout Spray 'n Wash laundry detergent. A half-page co-equity overlay with retailers including Albertsons supports both products.PepsiCo's Frito-Lay runs a rare FSI for 55 cents off the purchase of two Cheetos, Lay's Stax or Munchies SKUs.Alberto-Culver cross-promotes its Molly McButter with New World Pasta's Skinner egg noodles in a half-page FSI with 50-cent coupons for both brands and a recipe.Gillette's Oral-B hosts a half-page FSI offering $3 and $2 coupons for battery-powered toothbrushes. Co-equity overlays with such retailers as Albertsons and its Jewel and Sav-On units promote February as "Dental Health Month."Irving Tissue runs a half-page FSI for Scotties tissues featuring co-equity overlays with retailers including independent California chain Stater Bros.

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