FSI Report: June 28, 2009

Sam's Club teams with Unilever and PepsiCo to make an uncommon appearance in co-op FSIs this week.Walmart's warehouse club chain gets help from Unilever to guarantee the cost of a membership, promising to reimburse the $40 fee to any consumer who doesn't save at least that amount within 90 days. The FSI promotes Unilever brands Slim-Fast, Wish-Bone, Klondike, Hellmann's, Degree and Dove and contains a sample reimbursement check. It also directs consumers to more savings at a "Unilever Summer" section of the Sam's Club website, and references the chain's broader "100 Days of Summer" marketing effort. (See "Sam's Club Favors C-Store Owners" in Related Articles.)In another FSI, Sam's Club offers a free one-day membership valid through July 5 in an FSI that promotes PepsiCo's Gatorade as "The hydration your athletes need at the Sam's Club prices you want."In other FSI activity: Dollar General runs a multi-page event promoting a "Big Stage Sweepstakes" awarding a grand-prize trip for four to Nashville, TN, to attend a Trace Adkins concert at the Grand Ole Opry, where the winner will be introduced on-stage. The prize package also includes backstage passes and $50,000. Three additional winners get trips to an Adkins concert. Weekly drawings dole out $50 store gift cards, autographed Opry prints, Adkins CDs and $10 Opry gift cards. Shoppers who purchase qualifying products receive entry codes on their register receipts. Partners include Kimberly-Clark's Scott and Cottonelle, Henkel's Purex, Dr Pepper, Clorox, Coca-Cola, TracFone and gift card vendor InComm. Entry is online from June 28 through Oct. 1. Elsewhere, the dollar store chain touts a new "Party Supplies" department by offering 50% off Christmas wrapping throughout July and encouraging consumers to "Enjoy the 4th with good food and great values" by purchasing private-label DG Value plates, cups and plastic utensils. Dollar General also promotes a partnership with TracFone through which the prepaid phone provider will donate 10% from the sale of select phones through the chain to nonprofit organization Reading is Fundamental. Unilever's Degree Men V12 features an ongoing sweeps awarding four trips for two to the NASCAR Nationwide and Sprint Cup series races in Atlanta on Sept. 5-6. The grand-prize winners will compete in a driving simulation for a trophy to be presented by Dale Earnhardt Jr. Entry is online, by text message or on promotional channels for DirecTV and Dish Network subscribers. The sweeps runs June 1 through August 1. An additional weekly drawing awards 30 prizes Aug. 2 through Dec. 27 (two during the week of Aug. 31) including Earnhardt and Degree merchandise, GPS systems, and Sony PlayStations. Unilever sister brand Hellmann's presents a "Spread the Bread" sweeps awarding a grand-prize $10,000 and $1,000 prizes for 10 of the winner's friends. A corresponding instant-win game delivers 75 $50 grocery store gift cards, 25 Cuisinart sandwich presses and 20 KitchenAid mixing bowl and spatula sets. All winners receive coupons for free Hellmann's product. Entry is online March 20 through July 15, or on the DirecTV and Dish Network promotional channels. The FSI features celebrity chef Bobby Flay, who appears in online videos instructing consumers how to "build the perfect sandwich." Nestle's Coffee-mate joins Sony Pictures' Wheel of Fortune to present a "World Cafe Week" sweeps. Entrants must watch the game show from July 13-17 to learn the bonus round puzzle solution and enter it online within 24 hours. Daily drawings award five entrants seven-day trips to a European destination announced on the show. Of the 25 winners, one will receive an additional themed prize pack consisting of a show beach bag, T-shirt, lunchbox, and other merchandise. Elsewhere, Nestle Purina PetCare's Friskies presents a "Worlds of Wonder" sweeps awarding four grand-prize trips to either a mountain ranch adventure in Darby, MT, a stay at The Atlantis in Paradise Island, Bahamas, a Tree House adventure to San Jose, Costa Rica, or a "Build Your Own" adventure (through Carlson Travel Agency). An additional instant-win game awards coupons for free Friskies SKUs and branded food bowls. Game codes are distributed on promotional packages. Entry is online May 1 through Jan. 31, 2010. L'Oreal USA's L'Oreal Kids shampoo ties into Twentieth Century Fox's Ice Age: Dawn of the Dinosaurs for licensed packaging and a sweeps. The sweeps lets the winner choose between a seven-day trip for four on an Alaskan cruise or a Costa Rican adventure. Seventy-five first-prize winners get the previous two Ice Age films on DVD and 150 second-prize winners get a set of Ice Age plush animals. Entry is online June 23 through Sept. 14. The film opened July 1. Reynolds Consumer Products' Reynolds Wrap stages the "Become King of the Grill" sweeps, dangling two grand-prize trips to the Texas Motor Speedway on Nov. 8 for the Sprint Cup Texas race and a meet-and-greet with former NASCAR driver Richard Petty. Secondary prizes include trips to the Richard Petty Driving Experience, autographed die-cast cars and Reynolds Racing T-shirts. Entry is online June 28 through Nov. 7. Johnson & Johnson's McNeil Consumer Healthcare promotes feminine care brands with a spread offering $12 in coupons for Carefree, O.B., Monistat and K-Y, and a free SKU of Stayfree with purchase. Elsewhere, McNeil's Benadryl touts its continuing support for the National Park Foundation. (See "FSI Report: March 15, 2009" in Related Articles.) Procter & Gamble runs a co-equity overlay with Target Corp. promoting Pampers Cruisers Premium Absorbency, a new line extension that launches exclusively at Target on July 12. The FSI also offers $3 off the combined purchase of Pampers Baby Wipes and either diapers or training pants. Target teams with Mars Inc. and Schering-Plough to help consumers "Have Fun in the Sun" with coupons for the former's Skittles and Starburst and the latter's Coppertone. The chain also gets a NASCAR-themed overlay from Mars dangling a free M&M's NASCAR hat with purchase of five bags of M&M's, Snickers Fun Size or Combos. Target joins with Colgate-Palmolive's eco-friendly Palmolive Pure + Clear and Eco+ to offer a free Target-branded bag with purchase of two SKUs. Kikkoman and Dole Packaged Foods present a co-op FSI sharing a recipe for the "Perfect Pairing for the Ultimate Kabobs" featuring Dole canned pineapple and Kikkoman teriyaki sauce. Dean Foods' Swiss Premium Tea dangles a $1 coupon while encouraging consumers to "Celebrate the 4th with the natural choice." General Mills dangles free pencil of licensed characters from Ice Age: Dawn of the Dinosaurs inside boxes of Cocoa Puffs and Cinnamon Toast Crunch cereals. Coca-Cola's Glaceau Smartwater uses actress/spokesperson Jennifer Aniston to help promote its ongoing partnership with the Entertainment Industry Foundation's Action for Healthy Kids. In an ongoing pledge, Smartwater has promised to donate five cents per bottle sold and a minimum of $1 million. (See "Coke Gets Active with SmartWater" in Related Articles.) Armour-Eckrich Meats continues promoting its "Summer Family Reunion Gear" continuity program. (See "FSI Report: May 17, 2009" in Related Articles.) Hershey Co. continues hawking its "S'mores Truly Yours" contest and instant-win game. (See Related Articles.)

FSI Report: June 28, 2009

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