FSI Report: Sept. 28, 2008

Packaged-goods marketers kick off activities surrounding October's designation as Breast Cancer Awareness Month in this week's FSIs. Colgate-Palmolive Co. displays the cause's iconic pink-ribbon symbol on the first page of a multi-page event (in some markets) that directs consumers to a website for information about breast-cancer screenings and the need for mammograms.Bayer Healthcare's One-A-Day offers "wake-up call" messages promoting breast cancer awareness from TV personality Ellen Degeneres by telephone or e-mail. Consumers can create their messages online. Bayer also touts the $200,000 it has donated to the Breast Cancer Research Foundation.Apple & Eve's Northland boasts that it has raised "over $200,000 and is proud to continue (its) support of The Breast Cancer Research Foundation."In other FSI activity this week: Mars Inc. promotes a "Halloween Million" sweepstakes and instant-win game. Players register online and then enter UPCs to see if they've won the $1.35 million grand prize, delivered as an annuity payment over 20 years. Instant-win game prizes are Visa gift cards in denominations of $1,000 (to 15 instant winners), $100 (to 150) and $25 (to 1,500), along with coupons for free product to 20,000 winners. The sweeps began Aug. 15 and concludes Oct. 31. Cut cases and headers communicate the sweeps, receiving placement on pallet and endcap displays at Kmart, Rite Aid and other retailers.&nbsp Hershey Co. also uses Halloween imagery in a multi-page FSI promoting snack-size SKUs of Hershey, Kit Kat and Reese's. Kmart receives an overlay in some markets. Elsewhere, Hershey's Extra Dark touts its designation as an "approved Best Life treat" from health and fitness expert Bob Greene's organization.&nbspGeneral Electric stages a "What's Your Lighting Style?" sweeps dangling a grand-prize $25,000 -- to be used, in theory, for new lighting in the winner's home. Secondary prizes are $500 (to 100 winners) and $50 (to 500). Entry is online. The sweeps began Aug. 15 and continues through March 31, 2009. &nbspOn-Cor dangles a $3 rebate on the purchase of two family-size dinners and Bogner Entertainment's Soccer Mom on DVD. Shoppers mail in a form from the FSI along with a receipt and UPCs. The promotion runs Sept. 28 to Dec. 31. The DVD launched Sept. 30.&nbspKimberly-Clark's Huggies directs consumers online to get free pumpkin-carving stencils of Walt Disney characters. The marketer also promotes the Oct. 7 platinum-edition DVD release of Disney's Sleeping Beauty. &nbspAteeco's Mrs. T's Pierogies unites with the Chicago Wolves minor league hockey team for a regional promotion. Shoppers at Supervalu's Jewel-Osco who buy two products in a single transaction with their loyalty card from Oct. 9-22 receive a $5 day-of-game ticket discount by presenting the receipt at the box office.&nbspNature's Bounty repeats a spa package sweeps that is communicated on an oversize border for an unrelated FSI. (See "FSI Report: Sept. 21, 2008" in Related Articles.)

FSI Report: Sept. 28, 2008

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