FSI Report: Jan. 3, 2010

Johnson & Johnson grabs the spotlight in this week's national co-op FSIs with "The Great American Cabinet Cleanout," a multi-page event. The company conducts what has been a periodic campaign (see "FSI Report: Oct. 4, 2009" in Related Articles) to recommend that consumers "review" their healthcare supplies, "remove" items that have expired or are no longer needed, and "replenish" them with quality products. To that end, the manufacturer offers $59 in coupons on numerous products from its Johnson & Johnson Healthcare Products and McNeil Consumer Healthcare divisions. Featured brands are Listerine, Rembrandt, Reach, Pepcid, Rolaids, Mylanta, Imodium, Tucks, Tylenol, Motrin, Bengay, Purell, Sudafed, Neosporin, Cortaid, Band-Aid, Johnson & Johnson First Aid, Johnson's, Viactiv, Monistat, Visine, Stayfree, Carefree and o.b. The event also directs consumers to J&J's "Healthy Seasons" website, which offers safety information, health advice and additional coupons. Among related retail activity, Walgreens devotes a full page in its weekly circular to $45 worth of exclusive coupons for such J&J brands as Tylenol, Benadryl, K-Y, Listerine, Zyrtec and Stayfree under a "Give Your Cabinet a Makeover" theme. J&J's event also earned circular support from Rite Aid and CVS/pharmacy. Elsewhere this week, News America Marketing's SmartSource unites various advertisers in a multi-page "new year, new you" event highlighted by a sweepstakes. Running Jan. 3 through Feb. 1, the sweeps awards 50 grand prizes of one-year memberships to a Curves International fitness club and enrollment in monthly weight management classes. Entry is online or by mail using a form within the FSI. Among the participating brands is Mars Inc./Wrigley Co.'s Extra, which gives Supervalu's Jewel-Osco a co-equity FSI in Chicagoland offering the chain's loyalty cardholders a free pack of gum with purchase of 10. The ad presents the brand's "3 p.m. snackdown challenge," which recommends chewing Extra instead of snacking. (The brand is running TV spots making the same suggestion.) A corresponding sweeps running Dec. 1, 2009, through April 30, awards an eight-day trip to "The Biggest Loser Resort" at Fitness Ridge in Ivins, UT, and a personal training session with Bob Harper of NBC's The Biggest Loser. Entry is online using an on-pack code. Other participating brands are Sears Optical, General Mills' Fiber One, Stonyfield Farm's Oikos, Barilla, Jennie-O Turkey and Whole Earth Sweetner Co.'s PureVia. A healthy-new-year theme was also used in FSIs from University Medical, Nature's Bounty, Kellogg Co., Atkins Nutritionals, Kraft Foods, Colgate-Palmolive, Abbott Nutrition, Massimo Zanetti Beverages, Lewis Bakeries, Olivio Corp., Dannon Co., Bayer HealthCare, Pharmavite, GlaxoSmithKline and Campbell Soup Co. In other FSI activity this week: Dollar General drops a two-page FSI introducing a "Fresh Start" sweeps from Unilever. Running Jan. 1-31, the online sweeps awards $400,000 in total prizes, including a grand-prize $100,000 mortgage payment and secondary prizes of $20,000 for a car payment, $5,000 for credit-card payments (to four winners), $2,400 for utility payments (10), and store gift cards worth $10, $20 or $50 (20,500). The full list of sponsors includes non-competing brands from Unilever, Kimberly-Clark, Reckitt-Benckiser and General Mills. General Mills' latest "Everyday Saver" event (see "FSI Report: Dec. 13, 2009" in Related Articles) spotlights Yoplait's "Pound for Pound Challenge," which uses a partnership with The Biggest Loser to invite consumers online to make a weight-loss pledge. General Mills will donate 14 cents to nonprofit Feeding America for every pound pledged (up to $800,000). The promotion runs Dec. 8, 2009, through June 30. The stand-alone FSI offers $12 in coupons, and includes an ad for Betty Crocker fruit snacks promoting a "Win and Give" game running Dec. 28 through March 31. The instant-win game awards 230 prizes of a laptop computer to the winner and another to a needy child in Africa. Entry is online using on-pack codes. ePrize, Grand Rapids, MI, handles. Among related retail activity, Ahold USA's Giant-Landover is offering $5 off a future receipt to loyalty cardholders who purchase seven select Mills products in a single transaction from Jan. 1-7. Sister chain Stop & Shop dangles a 10-cent-per-gallon discount on gas to loyalty cardholders who buy four Mills products. L'Oreal Paris dangles $13 in coupons for "the latest beauty innovations" in a multi-page event. Some of the ads direct consumers online for personal advice. The effort earns feature space in weekly circulars at Walgreens and Stop & Shop. Beiersdorf Inc.'s Nivea introduces an online sweeps that awards a trip to Los Angeles for the theatrical premiere of Warner Bros.' Valentine's Day. The sweeps runs Dec. 30 through Jan. 17. Walgreens receives a co-equity overlay in some markets. The film debuts Feb. 12. WD-40 Co.'s Spot Shot stain remover ties into the Jan. 5 video release of Sony Pictures' Cloudy With a Chance of Meatballs by offering a free SKU with purchase of the video. Creta Farms USA promotes its olive oil with a regional sweeps awarding a three-night Mediterranean Cruise (including travel to the ship). Secondary prizes are a 60-inch TV, free product and Creta Farms-branded beach bags. The FSI contains an entry form. The sweeps runs Jan. 3 to April 30. Reckitt-Benckiser announces the rebranding of Spray 'n Wash stain remover as Resolve. In the weekly Parade magazine, Walmart promotes healthy living in a co-op ad featuring GlaxoSmithKline's Alli, Bayer Healthcare's One-A-Day and Iconix Brand Group's Danskin Now (the last of which is an exclusive Walmart brand).

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