FSI Report: July 25, 2004

Discovery Communications' TLC network this summer lends manpower from two of its reality home-improvement series to campaigns from S.C. Johnson & Son and Nestle Purina. S.C. Johnson teams with TLC's newest show, In a Fix, for a sweepstakes offering a home repair consultation from the show's cast. An FSI spread announcing the sweeps in this week's newspapers carries $8 in coupons for cleaning supply brands, including Pledge, Glade and Armstrong. Four additional pages are dedicated to brands such as Shout, Fantastik and Grab-It. The company also offers a free Scrubbing Bubbles product with the purchase of a Fresh Brush toilet cleaning system.Nestle Purina's Friskies uses a full-page FSI to promote a "Cat Habitat" sweepstakes awarding a $25,000 feline-friendly room makeover created by Frank Bielec of Trading Spaces. Three $5,000 first-place prizes will be awarded. Support includes floor decals in supermarkets. (H-E-B this month is hosting a Friskies' sweeps awarding cash gift cards and product coupons. See Related Articles.) In other campaigns breaking in this week's FSIs: Langer Juice Co. hypes the theatrical release of Universal Pictures' Thunderbirds with a sweepstakes and continuity program. Consumers can enter a sweeps offering a "Florida Space Coast" trip for six at langers.com through Jan. 31, 2005. With the purchase of three bottles of juice, plus $1 in shipping and handling fees, kids receive a free reflective shoelace tag. The film opens on July 30. Johnson & Johnson leverages its support of The Heart Truth campaign for a full-page FSI educating consumers about the links between gum and heart diseases. The Heart Truth is a heart-disease awareness initiative targeting women. The FSI includes $4 in coupons for Reach floss, Act mouthwash and kids' toothbrushes. A feature in Walgreens' weekly circular directs consumers to the FSI.

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