FSI Report: June 6, 2004

Johnson & Johnson this week runs another "Experts in Caring" FSI to counteract Procter & Gamble's stand-alone brandSaver insert. J&J's seven-page event features multiple brands, including a new Reach power flosser. A full-page ad for Band-Aid encourages consumers to watch ABC's Good Morning America June 15-17 for a special health segment. Walgreens advertises the special in its June 6 circular and directs consumers to walgreens.com/firstaid to take a first-aid quiz. J&J ran similar FSI events coinciding with brandSaver on March 7 and April 4. Elsewhere in the OTC department, Bayer HealthCare runs a full-page FSI urging consumers to have a "heart to heart with your dad" to learn about family history of heart disease. Bayer also plugs its sponsorship of the American Heart Association and offers a $1 discount off the purchase of Bayer aspirin and a Father's Day card. Among other FSI-supported campaigns breaking this week: Pinnacle Foods Corp.'s Duncan Hines offers a free cake mix with the purchase of either two brownie mixes or frosting. An instantly redeemable coupon is included in the FSI. Unilever's Dove uses a two-page spread to advertise an offer for a free beauty box (worth $45) with the purchase of products from three of the brand's four categories. An order form is included in the FSI. CVS features Dove in its June 6 circular with an offer to members of its ExtraCare loyalty program to earn $10 in Extra Bucks when spending $20 on Dove products. In March, Dove hosted account-specific incentives at Walgreens, CVS and Eckerd. (See Related Articles.) Eastman Kodak Co. promotes an instant-win game awarding a "Magical Gatherings" vacation for 12 at Walt Disney World as grand prize. Game pieces are found on products, including one-time-use cameras, film, picture processing orders and picture paper. Ten first-place winners score an Easy Share digital camera system and docking station and 250 second-place winners receive a "Magical Gatherings" tin with Kodak products. The spread features $7 in coupons. Gillette Co. continues to plug its new battery-powered M3 Power razor, this time with a full page FSI offering a free bottle of MultiGel with razor purchase. (See Related Articles for more M3 campaigns.)

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