P&G's 'brandSaver' Pitches Cats, Fruit, Trips, and Prilosec

Procter & Gamble's brandSaver stand-alone insert program takes its most promotional slant to date this month with a host of purchase incentives added to the typical coupon fare.The November edition of the company's solo FSI (distributed by coupon king Valassis through its newspaper network) features about $64 worth of coupons for 34 brands and nearly twice as many SKUs. It also includes five promotional offers:A $20 gift certificate to cataloger Harry and David with the purchase of $10 in select brands including Pantene, Head & Shoulders, Crest, Vicks, Pepto-Bismol and Olay. Pantry-loading consumers can earn up to a $100 gift certificate with $50 in eligible purchases. (East Coast grocer A&P began hosting the offer in mid-October. See Related Articles.)Cat in the Hat plush toys and activity calendars with the purchase of cleaning brands Swiffer, Mr. Clean, Febreze, Cascade and Dawn. P&G devotes three pages to the offer, which marks the first time the company has united multiple brands for an entertainment tie-in. (Media advertising supports. The Universal Pictures film opens Nov. 21.)A chance to win a trip for nine to Hollywood to watch The Lord of the Rings: The Return of the King through an in-pack, instant-win game run by Pringles. The grand-prize package delivers $20,000 in amenities. Additional prizes include a home theater package, video game consoles, game software, and DVDs. (Pringles' tie-in to the upcoming New Line Cinema release has helped it gain incremental space at retail. The film opens Dec. 17.)A coupon delivering $3 off the price of The Hulk home video with the purchase of two eight-packs of Sunny D."Folgers Seals for Liberty," the coffee brand's ongoing campaign to help reopen the Statue of Liberty in New York Harbor (closed since Sept. 11, 2001). P&G is donating $1 to the Statue of Liberty-Ellis Island Foundation for every Folgers foil seal mailed in, and has pledged up to $500,000.The 24-page November brandSaver also marks the first time Prilosec has been featured in an umbrella program. The newly launched heartburn medication gets front-page mention and a $3 coupon inside.P&G's brandSaver program, which ramped up to near-monthly status in 2003, has been very successful in gaining retailer support. Chains offering feature space in circulars and incremental display space this week included Walgreens, CVS, Kmart, A&P and Ahold USA's Tops.

P2PI MEMBERS

JOIN P2PI

You May Also Like

P&G Runs Spring Cleaning Incentive at Home Depot

CPG Partners Leverage Kroger for the Holidays