P&G brandSaver: Dec. 27, 2009

Procter & Gamble reprises its annual support for Special Olympics in the year-end edition of its brandSaver FSI program.P&G's second brandSaver in December asks consumers to help "Give Courage" by redeeming coupons from the insert to trigger a three-cent donation to Special Olympics. The company uses brandSaver each December or January to spotlight its sponsorship of Special Olympics, which in 2010 will be held in July. The annual campaign falls under P&G's "Live, Learn and Thrive" cause platform. (See "P&G's brandSaver Plans Holiday Meals" in Related Articles.) In other activity, P&G unites Old Spice, Secret and Tag deodorants in an FSI inviting consumers to "Celebrate the New Year with savings for your family." The ad teases a "new look coming soon" for Old Spice.Meanwhile, TV personality Ryan Seacrest -- co-host of ABC's Dick Clark's New Year's Rockin' Eve -- returns as a spokesperson for Scope (see "P&G's brandSaver Offers More Solutions" in Related Articles) to promote new Scope Outlast.Overall, this edition of the stand-alone insert (distributed by Valassis) carries up to $93 in coupons (depending on the market), and introduces new and improved products from Oral-B, Pepto-Bismol, Scope, Olay, CoverGirl, Downy and Bounce. Among other promotional activity:Vicks offers a free box of Puffs facial tissue with purchase of two products, along with a $1.50 coupon for NyQuil or DayQuil. The FSI advises consumers, "Don't let cold or flu symptoms get you down or drain your wallet."Oral care brands Crest and Oral-B team to promise "A better check-up, or we'll pick up the check." The promotion offers $45 to reimburse a dental check-up to consumers whose "oral health" doesn't improve after six months using the brands' products. (To be eligible, consumers must get an initial assessment from a dentist/hygienist by March 31, 2010 and a follow-up evaluation by Sept. 30.) Align introduces new packaging and a "satisfaction guaranteed or money back" promise.Tampax features Serena Williams in an ad from the brand's "Outsmart Mother Nature" campaign. Breaking in October, the campaign uses the tennis star for online videos and print ads running in teen, beauty, health and lifestyle magazines. The FSI also carries four BOGO coupons for Tampax and Always. Clairol teases a packaging "makeover" that will debut soon. Pampers promotes in-pack booklets containing up to $25 in coupons from such sister brands as Tide, Dreft and Bounce.Gillette plugs its National Football League sponsorship and offers $7.50 in coupons. Head & Shoulders does likewise in an FSI featuring Troy Polamalu of the NFL's Pittsburgh Steelers.In related retail activity this week: Walgreens' Dec. 27 circular offers Register Rewards of $2.50 or $5 with purchase of $10 or $20 in Downy, Tide, Cascade, Swiffer, Mr. Clean or Febreze cleaning products. The circular also offers $5 or $10 in Register Rewards with purchase of $15 or $20 in qualifying Vicks products. The drugstore chain also dangles a free 50-ounce bottle of Tide (valued at $8.99) with purchase of $30 in eligible products.CVS/pharmacy devotes a spread in its Dec. 27 circular to P&G brands including Pampers, Scope, Gillette and CoverGirl, directing consumers to brandSaver for coupons. In addition, brandSaver is mentioned in a cover feature for Dawn, Tide, Bounce, Duracell, Charmin, Always and Bounty. Rite Aid dedicates the full cover of its Dec. 27 circular to P&G products, communicating an offer for a $5 Single Check Rebate with $25 purchase of select Charmin, Bounty, Pringles, Tide or Duracell products. An interior "stock up & save" spread spotlights Gillette, Secret, Crest, Herbal Essences, Febreze, Dawn and other brands. Kroger reserves a full page in its circulars for an offer of $5 in instant savings to loyalty cardholders who buy $25 in qualifying P&G products marked at the shelf by "special yellow tags." Shelf signs on upfront endcaps outline the promo. (See Image at right.) Participating brands include Tide, Dawn, Pringles, Iams, Gillette, Duracell, Ivory, Zest and CoverGirl. Supervalu's Jewel-Osco offers loyalty cardholders $10 off their next receipt with a $25 purchase of participating P&G products from brands including Charmin, Bounty, Dawn, Crest and Febreze. Running Dec. 27 through Jan. 6, 2010, the incentive is communicated on a full page in the chain's Dec. 27 circular. The coupons are printed at checkout (via Catalina Marketing). The chain is stocking the eligible products on multiple endcaps. Sister chain Farm Fresh made the same offer from Dec. 30 to Jan. 5.Ahold USA's Giant-Landover and Stop & Shop chains dangle $5 off a future receipt with purchase of select Pampers wipes or diapers SKUs. The chains also direct shoppers to look for the aforementioned Tampax and Always coupons in Sunday newspapers. Kmart offers a $10 Visa gift card by mail with purchase of $25 in P&G products through Jan. 2, 2010. Target dangles a free $10 store gift card with purchase of two packages of Luvs diapers. P&G also received circular support from such retailers as Supervalu's Cub Foods, Tops Markets, A&P and Meijer.

P2PI MEMBERS

JOIN P2PI

You May Also Like

P&G Promotes Sustainability at Target

P&G Runs Spring Cleaning Incentive at Home Depot