P&G <I>brandSaver</I> Gets into <I>Survivor</I> Mode

Procter & Gamble pulls together an All-Star cast of products this month for a brandSaver solo insert playing up the CPG's sponsorship of reality TV hit Survivor. The stand-alone insert was distributed on April 4 and offers more than $69 in coupons across two dozen-plus brands. The umbrella Survivor promotion centers on a sweepstakes with a continuity hook. Consumers are directed to purchase three P&G products, watch CBS' Survivor: All-Stars and mail in an entry form identifying which three P&G brands were featured on the April 8 show and which contestant was voted off April 15. Each consumer who mails in a form (included in the insert) receives a free DVD of series highlights and entry into a sweeps awarding five trips to Los Angeles. One of the five finalists scores an interview with Survivor producers for the chance to compete in the next installment of the series. Ten first-place winners will receive a one-year supply of their favorite P&G brand. More than a dozen brands are participating in the program, including Olay, Zest, Bounty, Downy, Pepto-Bismol and Clairol. Meanwhile, Pringles continues to promote its own sweeps awarding tickets to the All-Stars finale in May. Mail-in entries are due April 22. At retail, Eckerd hosts a mail-in offer for a free Survivor backpack with the purchase of $20 in P&G products. The backpack includes samples and more than $13 in coupons. Consumers are instructed to visit eckerd.com/getmore for a redemption form. The offer was featured in the chain's April 4 circular. A&P, Winn-Dixie and Longs also give prominent feature space to the P&G Survivor sweeps in their weekly circulars. Retailers highlighting brandSaver in general this week include Tops Markets, Walgreens, CVS and Meijer. Walgreens' circular also directs consumers to the May/June issue of AARP Magazine for additional P&G coupons.Elsewhere in brandSaver, P&G revisits its tie-in with Universal Pictures' Dr. Seuss' The Cat in the Hat, which premiered on home video March 16. Three pages are dedicated to a "Freebies Schmeebies" continuity effort nearly identical to a program launched for the film's theatrical release in November 2003. Consumers receive a free "Chores and Rewards" calendar with the purchase of three participating brands, a plush toy and calendar with the purchase of four and a plush toy set and calendar with the purchase of five. Participating brands include Swiffer, Dawn, Cascade, Febreze and Mr. Clean. The three-page feature also includes a $2-off coupon for the home video. Among new products highlighted in the insert is the Mr. Clean AutoDry Carwash Starter Kit (promoted with a $5-off coupon). Plus, a new Dawn Power Dish Brush joins the recently launched Tide StainBrush in the battery-powered cleaning category. P&G also introduces Sunny D Intense Sport. (The company last week announced plans to sell the Sunny D brand to private equity firm J.W. Childs.) The brandSaver FSI is printed and distributed by Valassis, Inc.

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