FSI Report: May 23, 2010

Unilever dominates this week's co-op FSIs by inviting consumers to "Grill. Chill. And save on Summer Faves" in the latest flight of its "Making Life Better" platform.The multi-page event offers approximately $20 in coupons for Hellmann's, Country Crock, Lipton, Wish-Bone, Breyers and other food and personal care brands. Most pages present tips on meal preparation or personal care, with some directing consumers to the "Making Life Better" website for recipes. (See Image at right.) The top-of-page tips have been a staple since Unilever launched the platform in 2008. (See "FSI Report: Jan. 13, 2008" in Related Articles.)The event also introduces a "He Grills, You Chill" sweepstakes running from May 3 to July 5 that awards three grand-prize backyard makeovers. The prize package includes $10,000 to buy a grill and patio furniture, up to $750 for related shipping charges, and a $250 SpaFinder.com gift certificate. Secondary prizes include eight Adirondack chaise lounges, 15 SpaFinder.com gift certificates of $250, and 150 three-piece barbeque sets with aprons. Entry is on the website. Don Jagoda Associates, Melville, NY, handles.Among brand-specific promotions, Bertolli promotes an "Into the Heart of Italy" sweeps that awards a grand-prize trip to Italy and secondary prizes of an Italian espresso maker, a year's supply of Bertolli products (two meals per month), a year's supply of Perugina's Baci chocolate, a Riedel Vinum Chardonnay stemware glass set, a Williams-Sonoma demitasse set and an Italian cheese sample pack.Consumers enter online from March 14 to June 14 by answering a question about an episode of Bertolli's Into the Heart of Italy, an online series that follows actress Marisa Tomei, actor Dan Cortese and celebrity chef Rocco DiSpirito as they experience the history of Italian cooking. The series was produced by WPP Group's MindShare Entertainment and Magical Elves Inc. ePrize, Pleasant Ridge, MI, administers the sweeps.Elsewhere, Lever 2000 and Axe deliver co-equity overlays for CVS/pharmacy in some markets, with the latter introducing a new Axe Music SKU by inviting consumers online to "unlock the Axe Music experience." In addition, Breyers runs co-equity overlays for retailers such as Supervalu's Jewel-Osco, and Degree plugs its status as "proud sponsor of Bear Grylls," the star of Discovery Channel's Man vs. Wild.In other summer-themed activity:T. Marzetti Co. introduces an "American Fare" sweeps awarding a grand-prize $2,500 Visa gift card. An instant-win component awards 50 Visa cards worth $25. Entry runs online from May 14 to July 31. ePrize administers. The FSI also invites consumers online to find a recipe for "red, white & blue slaw."Weber-Stephen Products Co. and ACH Foods stage an online "Savor the Flavor" sweeps awarding a grand-prize Weber Summit gas grill, branded cookbooks and a year's worth of ACH's Weber-brand seasonings. The sweeps, which runs from April 1 to Sept. 6, also awards 50 Weber Genesis gas grills and 100 Weber One-Touch Gold kettle grills to secondary winners.McCormick & Co.'s Lawry's sends consumers online to get recipes for "teriyaki chicken kabobs" and other cookout-friendly meals.Procter & Gamble's Pringles presents a "Summer Grillin'" sweeps that awards a Coleman grill, backyard party package and other prizes. The online sweeps launches May 31 and runs through Dec. 31.Wm. Wrigley Jr. Co.'s LifeSavers, Skittles and Starburst propose that consumers "start summer off sweet" in a co-equity FSI for retailers such as Jewel-Osco.Sun Products Corp. positions Wisk as a Memorial Day stain-fighter in an FSI that directs consumers online for cleaning tips.Diageo North America offers $8 in coupons for Jose Cuervo, Captain Morgan and other alcohol brands under a "Shine All Summer" slogan. The FSI also plugs a dedicated website that provides cocktail recipes, tools and tips.Mega Mex Foods pitches Chi-Chi's salsa and tortillas as a summertime cookout enhancer. The FSI depicts grilled steak fajitas and sends consumers online for the recipe.Energizer Holdings' Schick touts disposable razors as necessary for a "silky smooth summer" in an FSI accompanied by a co-equity overlay for Target in some markets.General Mills' Betty Crocker Suddenly Salad offers itself as the "best side to every BBQ" and directs consumers online for tips and recipes.United Industries Corp.'s Cutter insect repellant bills itself as the start of a perfect backyard party.Huhtamaki's Chinet reminds consumers to stock up on paper plates because "summer is one long celebration." The FSI also promotes the online "Club Chinet," which offers exclusive member savings.Henkel's L.A. Looks promotes its styling gel with a "hot summer styles" message.Blue Diamond Growers' Almond Breeze milk and Dole Food Co.'s flagship pineapple juice team for an FSI touting the products as "perfectly delicious together" and offering a recipe for a "strawberry banana smoothie."Blue Diamond also continues to activate its sponsorship of the National Basketball Association by directing consumers to an NBA-hosted microsite to pick the "bold move of the week." Once there, they also can enter a "Basketball Nut" sweeps running March 2 to May 31 and awarding a grand-prize trip to the 2011 NBA All-Star Weekend in Los Angeles, five first-prize pairs of tickets to a 2010-11 regular-season game and autographed Spalding basketballs, and 15 second-prize NBA gift bags.In another cross-promotional partnership, Kimberly-Clark's Kotex and Novartis Consumer Health's Excedrin Menstrual Complete stage a co-equity FSI with Kroger. (See Image at right.)News America Marketing's SmartSource co-op FSI continues to promote its "Summer Blastoff" campaign and accompanying sweeps. (See the May 16 Report.)In other promotional activity this week:Sutter Home Winery stages its 20th annual "Build a Better Burger" contest with help from T. Marzetti Co., Mcllhenny Co., the California Milk Advisory Board and other co-sponsors. (See "Sutter Home Brings Back Better Burgers.") Entrants submit recipes online from March 1 to July 31. This year's grand-prize "Best Beef Burger" winner earns $100,000, while the "Best Alternative Burger" (a non-meat recipe) winner gets $15,000. One "People's Choice Award" winner in each category -- as voted by guests attending the promotion's "National Cook-Off Finals" in Napa Valley, CA, on Sept. 25 -- gets $2,500.Beiersdorf Inc.'s Nivea reprises its "Good-Bye Cellulite, Hello Bikini!" sweeps. (See "FSI Report: April 5, 2009.") Running April 23 to Aug. 31, the online sweeps this year awards a grand-prize trip to Los Angeles and hundreds of secondary prizes, including bikinis, video games, DVDs, books and Nivea product, in monthly flights. ePrize handles.Kellogg Co. taps into the June 18 theatrical release of Disney/Pixar's Toy Story 3 to offer "free stuff" online. Consumers use in-pack codes from cereal boxes to amass points redeemable on a dedicated microsite for prizes such as $5 in "concession cash" and a free movie ticket. The promotion runs March 30 to June 30.Sergeant's Pet Care Products taps into May's designation as National Pet Month in a spread delivering $12 in coupons for various brands. The FSI also sends consumers to Facebook, Twitter and YouTube for information, including advice from noted expert Dr. Rodney Van Horn.Met-Rx again promotes an instant-win game awarding a grand-prize trip to ESPN's "ESPY Awards." (See the March 28 Report.)B&G Foods' B&M touts an on-pack offer for free tickets to a Six Flags theme park.L'Oreal Paris again invites consumers online for an expert hair-coloring consultation. (See the March 28 Report.)Kimberly-Clark's Scott Naturals introduces moist flushable wipes that "help you feel cleaner and fresher."Valassis' Redplum co-op program touts its 25 years of support for the National Center for Missing and Exploited Children on covers, and directs consumers online for "21 foods you didn't know you could grill" on interior pages.In other co-equity activity this week:P&G runs an FSI for Target spotlighting Olay, Pampers, Charmin, Bounty and Tide with a "trusted brands at must-have prices" message.P&G's Iams drops a co-equity FSI for PetSmart in some markets touting savings for the chain's PetPerks loyalty cardholders. The chain also earned an FSI from Mars Inc.'s Pedigree Dentastix.Mars' Cesar boasts of its status as a "Product of the Year" (see "P&G brandSaver") in a co-equity FSI for Target. The manufacturer elsewhere joins with Petco to dangle $5 off Natural Choice dog food.SC Johnson again works with Target to offer $5 store gift cards with purchase of Scrubbing Bubbles Extend-A-Clean or Windex All-in-One kits. (See the May 2 Report.)Target also gets co-equity FSIs from Colgate-Palmolive's Speed Stick Stainguard and Bissell Homecare's Smart Details, along with a co-equity overlay from Pharmavite's SoyJoy.SC Johnson introduces Raid Max Bug Barrier through a co-equity FSI for Walgreens in some markets.Energizer's Banana Boat and Hawaiian Tropic sunscreen brands provide overlays for such retailers as Walgreens and CVS/pharmacy.In other Sunday newspaper activity, Gap Inc. ran an ad in the USA Weekend magazine insert touting sales at Gap Outlet and Banana Republic stores through May 31.

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