FSI Report: May 2, 2004

Clorox Co.'s Fresh Step gets cutesy this week with a singing contest for cat owners. Promoted through a full-page ad in this week's FSIs, the "Kitty Ditty" contest offers one winner and his/her cat a trip to New York City for an appearance on local-access TV show Pet Keeping with Marc Marrone. To enter, consumers must purchase two packages of cat litter and enter the UPCs at kittyditty.com. Entrants are then provided with a toll-free number to call and record a 15-second song that mentions either Fresh Step or sister brand Scoop Away. Additional FSI-supported campaigns breaking this week include: ConAgra Foods Healthy Choice hosts a sweeps offering 10 trips for two to Hawaii. An entry form is included in the FSI spread, which features $4 in coupons. Entry is through Nov. 1. Mrs. Fields uses a full-page FSI to communicate an offer for $10 off an ftd.com purchase. Coupons are found inside cookie packages. Colgate-Palmolive Co. continues to push its "Colgate Country Showdown" talent contest with an eight-page event FSI offering coupons for a slew of brands including Softsoap, Speed Stick and Irish Spring. (See "FSI Report: April 25" in Related Articles.) Co-equity overlays with retailers including ShopRite and Jewel-Osco support. Sorrento Lactalis, Inc. hosts a sweeps awarding a trip for four to Orlando, FL. Entry is at shapesters.com. The full-page FSI features coupons for Sorrento Shapesters, Stringsters and Sticksters cheese products. PepsiCo again teams its Quaker and Tropicana lines for a full-page FSI offering $4 in coupons across brands such as Cap'n Crunch, Quaker Oatmeal, Life cereal, Chewy granola bars and Dole juice. The FSI also highlights Tropicana and Quaker's sponsorship of a health-tip segment on ABC's Good Morning America. (A similar FSI ran on Jan. 11.) Unliever Slim-Fast graces the cover of the May 2 Valassis insert (in major markets). The FSI advocates losing 10 pounds before Memorial Day and directs consumers to call a toll-free number to get free weight-loss materials and guidance. Mott's, Inc. offers consumers who purchase two Mix-Ins apple sauce products and the Peter Pan home video from Universal Pictures a $5 discount. A mail-in rebate form is included in the FSI. The film premieres on video May 4. Johnson & Johnson promotes its sponsorship of the National Safe Kids campaign with a "Splash into Safety" spread advocating keeping children safe near water. The company offers $6 in coupons across six brands including Stayfree, Motrin and Reach. Co-equity overlays with retailers such as Jewel-Osco support, and the effort also garnered feature space in drugstore circulars this week. (See Related Articles.) Dean Foods hosts a sweeps awarding an ultimate entertainment package consisting of a 50-inch plasma TV, surround-sound audio and DVD personal recorder. To enter, consumers plug in UPC codes at deansdip.com. ConAgra's Chef Boyardee heads to the movies with a program offering consumers who purchase eight cans of ravioli a free movie ticket by mail. Entry forms are included in the FSIs. The brand recently wrapped up a promotion offering Star Wars videos. (See "FSI Report: March 14, 2004" in Related Articles.) Bayer Corp.'s Aleve promotes its presenting sponsorship of the Arthritis Foundation's Arthritis Walk with a full-page FSI. The brand is also hosting a sweepstakes awarding a Healing Spa hot tub. Retailers including CVS dedicated feature space to Aleve and the fundraiser in this week's circulars. Ahold's Giant chain featured the sweeps in its weekly circular. (See Related Articles.)Kraft Foods' Philadelphia Cream Cheese kicks off an in-pack instant-win game delivering $100,000 in prizes. The FSI includes a coupon for George Weston Bakeries' Thomas' Bagels.

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