FSI Report: Nov. 9, 2003

M&M/Mars, Reynolds Consumer Products and ConAgra Foods all have something to say about holiday entertainment. The three CPGs this week launch mail-in offers for cooking and entertaining books through newspaper FSI programs. M&M/Mars is giving away a free copy of Red & Yellow's Bright Ideas, a recipe and holiday crafts book, with three UPCs plus $1 shipping and handling. A two-page spread includes two candy coupons and directs consumers to marsbrightideas.com for more ideas and activities. Header cards on product displays support. Reynolds commands a two-page spread with coupons for six brands and a mail-in offer for the company's first cookbook. Consumers receive Pat & Betty's No-Fuss Cooking for $8 plus $1.95 for shipping and handling and one proof-of-purchase. (The book retails for $16.95.)ConAgra is offering a free Memorable Holiday Entertaining book with the purchase of three participating brands and a $0.75 shipping and handling check. Brands include Butter Ball, Wesson, Pam and Armour Brown 'N Serve. Additional campaigns breaking this week include: Nestle USA is featured on the cover of the Nov. 7 Valassis insert promoting its hot cocoa with a Chocolate Lovers sweepstakes. Consumers enter for a chance to win a family vacation to Switzerland at nestlehotcocoa.com/sweeps. Nestle's 4.5-page program also includes an ad for the Toll House brand directing consumers to join its Very Best Baking recipe-sharing program. Members earn "brownie points" with every visit to verybestbaking.com; 1,000 points gain entry into the Very Best Baker of the Year sweeps offering a trip to Chicago for a visit with pastry chef Gale Gand. Kellogg Co. leverages its tie-in with Dr. Seuss' The Cat in the Hat by offering free mini-plush toys in Frosted Flakes cereal boxes. The insert features a $1-off coupon for any two Pop-Tarts SKUs, including a promotional Cat-themed flavor. Co-equity overlays at Cub Foods and other retailers support. Hershey Foods also began its Cat in the Hat activity with an instant-win game. Consumers who find red and white striped candies inside Hershey's packages can win one of 100 trips to Universal Studios in Orlando, FL. Participating brands include Reese's peanut butter cups, Hershey's Kisses and York peppermint patties.Cadbury Adams USA's Halls and the Weather Channel are teaming up for a Cash in on the Cold sweeps offering a $10,000 grand prize. Consumers are challenged to guess what the coldest temperature will be in "Hallsville" (Columbia), MO, on one of three dates. Consumers enter via displays at retail or weather.com/halls or hallscoughdrops.com. Three $10,000 grand prizes and 300 first-place outdoor thermometer prizes will be awarded. Georgia-Pacific's Angel-Soft and Sparkle brands are hosting a Holidays at Home sweeps giving away a $5,000 home entertainment center. Consumers enter at gp.com through Jan. 15, 2004. DVC, Morristown, NJ, handles.General Mills' Kix cereal is plugging Hit Entertainment's latest Bob the Builder DVD, A Christmas to Remember. The character is featured on Kix packaging. Reckitt Benckiser's Air Wick is hosting a sweeps offering $25,000 at airwick.com through May 31, 2004. The sweeps was communicated through a two-page spread featuring six coupons. General Mills' Pop Secret is offering a free small popcorn with purchase of a large soda at Loews Cineplex Entertainment theaters. (Pop Secret popcorn is sold at Loews, Cineplex, Star and Magic Johnson theaters.) Duracell's Gillette is promoting its Mach3Turbo razor with a "test-drive" offer. Consumers who have purchased a Mach3Turbo since Sept. 1 and are unhappy with it can receive a refund up to $9.26 by mailing in the receipt and razor handle. The offer runs through April 2004. Co-equity overlays with retailers including CVS and Walgreens support. GlaxoSmithKline Consumer Healthcare's Tums is also offering a free trial for its new Lasting Effects product. Consumers receive a full refund with a receipt mailed by Dec. 31. Lysol Products is running a three-page FSI for its disinfectant sprays, including co-equity overlays with retailers such as ShopRite.

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