FSI Report: March 28, 2004

Forget automatic entry: Kraft Foods, Kimberly-Clark and McCormick & Co. are asking consumers to submit photographs, recipes and beauty tips to become eligible for contest vacation packages promoted in this week's FSIs. To enter Kraft and Dole Food Co.'s "Refresh & Win" contest offering a Hawaiian vacation, consumers must submit a "celebratory springtime" recipe using at least one Kraft and one Dole canned food product. Four finalists score $100 in free groceries and the first 1,000 entrants receive a copy of B. Smith's Entertaining & Cooking for Friends. Dole runs co-equity overlays with retailers including ShopRite to support. Unilever's Q-tips' "Blush with Stardom" contest will give away a trip to New York City for a winner and friend, plus $5,000 spending money and makeovers by a celebrity artist. To enter, consumers must describe their best beauty tips using Q-tips in 100 words or less along with a photograph showing off their technique. Mail-in and online entries are due June 23. Elsewhere, sister brand Suave continues to plug its sponsorship of the Look for Less fashion show on the Style Network. (See "FSI Report: Feb. 1, 2004" in Related Articles.) The 1.5 page FSI stars the show's hostess Elizabeth Hasselbeck (of Survivor and The View).Lastly, McCormick prepares for Easter with a contest offering an "egg-citing" vacation to Washington, DC, to participate in the annual Egg Roll at the White House. To enter, kids submit a photograph of a colored egg. All entrants receive a McCormick Fun with Food Color activity booklet. A mail-in form is included in the full-page FSI. In other FSI-supported campaigns breaking this week:Kimberly-Clark's Kotex leverages its supplier status for the 2004 Summer Olympics in Athens, Greece, with a sweeps awarding gold-, silver- and bronze-level prizes. Gold prizes include a "U.S. Olympic Experience" for four in Colorado Springs, CO; a $30,000 United Airlines travel voucher; a $30,000 General Motors vehicle certificate; and a $30,000 college scholarship. One hundred Panasonic MP3 players and 1,000 Visa gift cards will be distributed as silver and bronze prizes, respectively. Consumers enter via displays at retail or at kotex.com. Kimberly-Clark's Kleenex gets in the NASCAR spirit with an online sweeps awarding an Indianapolis Race Weekend trip for six and a year's supply of Kleenex, Scott tissue, Scott towels, Cottonelle toilet paper and Cottonelle wipes. Secondary prizes include race jackets and hats. The company also introduces NASCAR-themed paper towel prints. A three-page FSI event features $3.25 in coupons. (See recent NASCAR and Kimberly-Clark promotions in Related Articles.)Mead Johnson & Co.'s Enfamil Lipil brand kicks off a "Scholars Sweepstakes" awarding a total of $70,000 in college savings bonds. One $30,000 and two $20,000 prizes will be given out. Home computer systems will be distributed to three second-place winners. Mail-in entry forms are included in the FSI. Hasbro uses a full-page ad to plug Easter-themed recipes for its Easy-Bake oven and a sweeps awarding a new oven and a year's supply of mixes. Entry is at easybake.com/sweeps through April 20. The FSI features a $1-off coupon for mix and tags for Target, Wal-Mart, Kmart and Toys "R" Us. Alberto-Culver highlights an "Oasis Getaway" sweeps awarding a trip for two to a spa resort in Palm Springs, CA. Entry is at albertovo5.com through May 31.Pfizer's Listerine offers a mail-in rebate for a free bottle of the brand's new Natural Citrus SKU. The full-page FSI includes a 75-cent coupon. GFA Brands plugs its Smart Balance buttery spread on the cover of the March 28 Valassis insert in select markets. The full-page FSI includes a mail-in offer for a free Smart Balance food plan booklet.

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