FSI Report: March 28, 2010

Retailers get a boost in visibility in this week's FSIs through an unusually large number of co-equity overlays.Clorox Co. and Procter & Gamble are among 12 manufacturers that have partnered with home improvement chain Lowe's to create an exclusive coupon program. The effort debuted this week through a co-equity FSI carrying six coupons and promoting a dedicated website (lowescoupons.com) that launched earlier this month. Funded by the manufacturers, the site gives visitors access to additional coupons upon registration. Bridgetree, Inc., Charlotte, NC, operates the site.The FSI carries coupons for P&G's Tide, Clorox's Green Works, Reckitt Benckiser's Lysol, Church & Dwight's Arm & Hammer, Sunshine Makers' Simple Green and Method's flagship brand. 3M, Bissell and Whirlpool are among the other program participants.Elsewhere, Johnson & Johnson's McNeil division runs an FSI for Carefree, o.b., and Stayfree, with an accompanying overlay for retailers such as Walgreens plugging Stayfree. The FSI also touts o.b.'s sponsorship of nonprofit Keep America Beautiful's annual "Great American Cleanup," a national program that runs March 1 to May 31.The brand is hosting a corresponding "mighty.small" contest awarding $11,600 to the team that makes the "mightiest impact" during the national cleanup effort. (The money is split between the winner's chosen club, sorority or charity and its local Keep America Beautiful affiliate.) Entry is online for teams of up to five eight- to 24-year-olds between March 1 and June 7. Registrants may also enter into a sweepstakes awarding 10 $58 gift cards to Target.In other co-equity activity: Unilever offers nearly $20 in savings on Dove, Caress, Lever 2000, Skippy, Lipton, Knorr, I Can't Believe It's Not Butter, Wish-Bone, Hellmann's and Pond's in a multi-page event that includes overlays with such retailers as CVS/pharmacy (for Pond's) and Walgreens (for Dove). The event also contains an FSI for Hellmann's directing consumers online for a recipe from TV chef Bobby Flay, an ad dangling a money-back guarantee on new Caress Whipped Souffles, and the latest plug for Dove's "Self-Esteem Fund." (See "FSI Report: Oct. 4, 2009" in Related Articles.) Hill's Pet Nutrition runs a spread touting Science Diet and Nature's Best, along with a co-equity overlay for Petco. The ad dangles $5 off Petco's grooming services with purchase of Science Diet dog food, and $4 off Nature's Best dry dog or cat food. The FSIs are part of a multi-page event from Hill's parent Colgate-Palmolive that also encompasses Palmolive, Murphy's Oil Soap, Speed Stick, Lady Speed Stick, Colgate and Softsoap. Nestlé-Purina runs a multi-page event touting Mighty Dog, Pro Plan, Tidy Cats, Friskies and Fancy Feast that includes an overlay for PetSmart, which is offering a reusable cloth shopping bag with purchase of 30 cans of Purina cat food through April 25. The event delivers coupons for Mighty Dog and Pro Plan, the latter of which promotes its "Rally to Rescue" initiative supporting pet-rescue organizations. Pro Plan and Tidy Cats also plug their sponsorship of the PetSmart Charities adoption program. Among other co-equity partnerships running this week are Bissell Homecare's Positively Clean and PetSmart; P&G's Era and Meijer; P&G's Crest and Target; Cadbury Adams' Halls and Safeway's Dominick's; Revlon and Target; J&J's Neutrogena and Walgreens; Lysol and CVS/pharmacy; Boehringer Ingelheim Pharmaceuticals' Zantac and CVS; and Dannon Co. and Meijer.Sweepstakes and games are also plentiful this week: In the aforementioned event from Dannon, Danimals presents a "Birthday Extravaganza" on-pack instant-win game. Running March 1 to June 30, the game awards 12 monthly prizes headlined by one providing a birthday party for 50 guests with an appearance by Disney Channel stars Dylan and Cole Sprouse. Additional prizes include an arcade gaming system, outdoor theater system, guitar and amplifier, and mini-laptop. Sister brand Light & Fit, meanwhile, stages a "Beach House" game dangling daily and weekly prizes. Consumers enter online using under-the-lid codes between April 5 and May 30. Twenty daily prize-winners get branded beach towels, chairs, cooler bags, or canvas beach bags. One grand-prize winner per week will receive a seven-day trip for four to the "Light & Fit Beach House" in Cape Cod, MA; secondary prizes include beach bikes, Amazon.com Kindles and Cisco Flip Mino digital video recorders. J.M. Smucker Co.'s Folgers continues celebrating the 25th anniversary of its "Best Part of Wakin' Up" jingle with an online sweeps. Consumers register by voting from March 28 to April 21 for their favorite semi-finalist in the brand's "Jingle Contest," which asked consumers to submit new interpretations of the jingle from Jan. 19 to Feb. 28. The grand-prize winner receives $10,000, while 625 other voters get $25 Apple iTunes gift cards. The top five contestants in the public vote will compete in front of American Idol star Kara DioGuardi and other judges for a shot at $25,000 and an appearance in a future TV spot. Met-Rx conducts an instant-win game awarding a grand-prize trip to ESPN's "ESPY Awards" ceremony in Los Angeles, CA, in July 2010. Secondary prizes include gym systems, fitness programs and guides, Met-Rx-branded gym bags and a variety of PowerBlock exercise equipment and accessories. Entry is online from March 15 to June 13. J&J's Clean & Clear touts its sponsorship of DonateMyDress.org, Hearst Magazines' national campaign encouraging young women to donate special-occasion gowns to girls who need them. The brand also promotes a "Get Prom Perfect Skin" sweeps awarding a themed party for 50 hosted by Hearst's Seventeen. Entry is online from March 9 to April 12. The package includes a decorated venue, beauty makeovers, swag bags, a DJ and a photographer. New England dairy company Hood activates its sponsorship of Major League Baseball's Boston Red Sox -- which also includes promotional ice cream packaging -- with an under-the-lid "Great Red Sox Giveaway" instant-win game. Running March 28 to June 30, the game awards a grand-prize luxury suite for a Red Sox game at Fenway Park during the 2010 or 2011 season; second prize is a trip to attend three away games against the New York Yankees and a VIP tour of Yankee Stadium. Additional prizes are free SKUs and Red Sox merchandise.Among seasonal activity: Reckitt Benckiser and Campbell Soup Co. execute their ongoing co-marketing campaign by presenting a recipe for "green bean casserole" (using French's french-fried onions and Campbell's cream of mushroom soup) as "a delicious Easter favorite." (See "FSI Report: Nov. 8, 2009" in Related Articles.) Kellogg Co. delivers roughly $6 in coupons in a spread depicting "Easter egg dippers" using Rice Krispies and "sprinkly ice cream bites" made from Pop-Tarts. The spread invites consumers online for holiday recipes and entertaining ideas. ConAgra Foods' Wesson and Pam both employ Easter themes. (See Images at right.) Fresherized Foods' Wholly Guacamole invites consumers to use the product to "kick off your Spring Flings." In the New York metropolitan area, the brand presents itself as the "official guacamole" of MLB's Yankees and sports the team's famous pinstripes on packaging.In other promotional activity: Dollar General runs an eight-page event offering savings on Easter candy from Hershey Co.'s Hershey's and Mars/Wm. Wrigley Jr. Co.'s Starburst, as well as baking essentials from Kraft Foods' Kraft, General Mills' Betty Crocker, ConAgra Foods' Chef Boyardee, Campbell's and other brands. The retailer also dedicates a full page to Clover Valley, EverPet and other private labels, inviting consumers to join the online "DG Savings Zone." The value chain also promotes a "This Could Be You" sweeps sponsored by Coca-Cola Co., Kimberly-Clark, Sun Products and Kraft. Shoppers receive an entry code on their receipts after purchasing eligible products. The grand prize is a trip to the 2010 Indy 500 race in Indianapolis, IN, on May 30 to meet driver Sarah Fisher, who is sponsored by the chain. The secondary prize pool includes tickets to various professional racing events. Entry runs March 28 to May 1. Smucker's flagship jelly brand activates its longstanding sponsorship of IMG's Stars on Ice professional skating tour (see FSI Report: Dec. 15, 2003" in Related Articles) by offering $40 on a family four-pack of tickets with purchase of any two SKUs. General Mills stages a large multi-page event offering approximately $9 in savings on Yoplait, Betty Crocker, Bisquick, Pillsbury, Green Giant and various cereal brands. Betty Crocker activates its sponsorship of the Make-A-Wish Foundation (a network for children with life-threatening medical conditions) by pledging to donate 10 cents for each product purchased (up to $500,000). Pfizer touts Alavert, Centrum Ultra and Advil in a multi-page event offering $8 in coupons. L'Oreal Paris invites consumers online to receive an expert hair-color consultation in an FSI dangling a $2 coupon for L'Oreal Preference. Reckitt Benckiser's Air Wick again invites consumers online to join the "Fragrant Homes Club." (See "FSI Report: March 7, 2010" in Related Articles.) Campbell's offers a recipe for "easy chicken & cheese enchiladas" and invites consumers to its website for meal ideas and more recipes. In the weekly Parade magazine, Walmart and Pennington Seed join for a co-op ad touting a Rollback price on Pennington Ultimate.

FSI Report: March 28, 2010

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