P&G brandSaver: March 2013

Procter & Gamble put "Beauty First" in the March edition of brandSaver.The cover of P&G's latest stand-alone FSI event depicted a woman alongside that message, while the first two interior pages offered tips and products to help women "reveal your beauty like never before." The spread spotlighted products from Pantene, Olay, Vidal Sassoon, CoverGirl, Venus and Olay, directing consumers to pgeveryday.com/beauty "for more tips and ideas."Among other "beauty" activity:P&G activated its "Best of Beauty" platform (see "P&G brandSaver: March 2012" in Related Articles) in a spread touting the accolades earned from Conde Nast's Allure by Clairol Natural Instincts, Venus, Olay, Secret and CoverGirl. The ad carried $11 in coupons, a BOGO deal on Venus and an offer for a $15 mail-in rebate on a $50 purchase of eligible beauty brands.Olay introduced Fresh Effects BB Cream, inviting consumers to "Set the perfect tone for your day."Vidal Sassoon continued promoting its newly launched Pro Series line (see "P&G brandSaver: Feb. 2013") with a $3 coupon and a BOGO offer.Men also received some beauty attention through a spread plugging personal care products from Gillette, Braun and Old Spice as "Top picks for your top man." The FSI included a scratch-and-sniff patch for Old Spice's new "Wolfthorn" scent.P&G also promoted its ongoing Children's Safe Drinking Water program (see "P&G brandSaver: March 7, 2010"), through which the manufacturer pledges one cent (to secure one liter of fresh water) for each brandSaver coupon redeemed to a fund managed by the Greater Cincinnati Foundation. (P&G has run the program since 2008.)Distributed on March 3 via News America Marketing's SmartSource network, the March edition of brandSaver carried up $120 in coupons (depending on the market). Among other promotions:Febreze introduced three seasonal scents and a "Stick & Refresh" SKU in a spread employing a "Splash into spring" theme.Oral-B introduced Deep Sweep electronic toothbrushes while dangling a $15 mail-in rebate.Kid's Crest activated its partnership with Sesame Workshop in an FSI depicting Sesame Street character Elmo. The FSI carried coupons for Kid's Crest or Oral-B toothbrushes and toothpaste.Duracell teamed with BRK Brands' First Alert to remind consumers to "Spring forward on March 10" by changing the batteries in their smoke detectors while switching to Daylight Savings Time.Prilosec OTC again utilized celebrity spokesperson Larry the Cable Guy. (See "P&G brandSaver: May 13, 2012.")Cascade introduced Platinum ActionPacs containing "the grease fighting power" of sister brand Dawn.See Related Promotional Activity below for this week's concurrent retailer programs.

P&G brandSaver: March 2013

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