FSI Report: June 28, 2004

Unilever's Wisk and Orange Glo International's OxiClean put a new spin on laundry and stain removal with a set of promotions breaking in this week's FSIs. The Wisk laundry detergent brand teams with former baseball player Cal Ripken, Jr., for a continuity effort to provide kids more places to get "dirty." Eight million packages of Wisk will contain points. The community group or individual who collects the most points scores a ballfield makeover and a visit from Ripken. Details are at wiskpoints.com and Americaneedsdirt.com. The program runs through Oct. 31. Meanwhile, OxiClean is hosting an "Amazing Stain Contest" offering prizes to the best consumer stories about stains battled using OxiClean products. Monthly prizes of $1,000 will be awarded April through September. Six winners, chosen by visitors to oxiclean.com, will receive cleaning service for one year. Among other FSI-supported campaigns featured this week: Georgia-Pacific's Brawny uses a license from Marvel Comics to jump on the Spider-Man 2 bandwagon with a full-page FSI plugging a limited-edition line of Spidey-print paper towels. The FSI also includes a mail-in offer for three free Ultimate Spider-Man comic books. The Sony Pictures film opens June 30. (See Related Articles.)General Mills runs a full-page FSI advertising an in-pack offer for DVDs from DIC Entertainment. Specially marked boxes of cereal will contain one of five kids' videos. Participating brands are Cheerios, Lucky Charms, Cinnamon Toast Crunch, Golden Grahams, Rice Chex and Corn Chex. The FSI also includes a mail-in form for a Strawberry Shortcake watch with $4.99 in shipping and handling costs. PepsiCo uses a full page to promote the return of its Play for a Billion contest. The FSI features a $2 coupon for the purchase of two 24-packs or four 12-packs of Pepsi. (See Related Articles.) Kimberly-Clark's Scott touts a "Common Sense Community" online marketing initiative with a full-page FSI advertising a sweeps. The related web site, scottcommonsense.com, allows visitors to share cleaning and shopping tips. One grand-prize winner scores $25,000, five runner-ups receive $1,000 contributions to a Upromise account and 25 second-place winners will be awarded a one-year supply of Scott paper products. Instant-win prizes of Scott products will be awarded daily throughout the promotion.Consumers can enter the sweeps at displays in participating stores, at related events or at scottcommonsense.com through Sept. 30. Scott is brining its Common Sense tour to more than 1,000 locations in eight markets this summer. Schwann Foods' Mrs. Smith's is hosting a sweeps awarding a Rocky Mountain family reunion as grand prize. Entry is at www.mrssmiths.com through July 9. Duracell's Gillette Venus Divine is hosting a sweeps awarding one winner a "weekend of makeovers, shopping and more" in New York City. Entry is at Gillettevenus.com/win. McCormick & Co. runs another FSI plugging a sweeps awarding a grilling weekend with football legend Joe Montana. (See Related Articles.) ConAgra Foods replays a movie ticket offer last hosted in May. (See "FSI Report: May 2, 2004" in Related Articles.) Consumers who purchase eight cans of Chef Boyardee Beef Ravioli or eight boxes of Hunt's Snack Packs receive a free ticket by mail. B&G Foods B&M Baked Beans continues to host baseball-themed sweepstakes, this time with a campaign offering the winner and 12 friends prime seats at a New York ballpark and a meet-and-greet with a baseball legend. An entry form is included in the FSI. (See "FSI Report: May 23, 2004" in Related Articles.) Duracell touts its in-pack offer for a collectible NASCAR Hot Wheels car with a full-page FSI. (See Related Articles.)Unilever's Snuggle runs a scratch-and-sniff FSI touting its new Emerald Stream fabric softener scent.

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