Procter & Gamble Activity Report, May 2009-May 2010

GENERALP&G brandSaver, the monthly (and sometimes more frequent) stand-alone FSI program, has become a key plank in the company's marketing strategy. In addition to serving as the primary platform for much of the company's account-specific activity, the publication also has been used in the last year to launch P&G's Breast Cancer Awareness Month efforts, its Olympic-sponsorship activation and its "Future Friendly" environmental campaign. (The Institute has been tracking brandSaver on a monthly basis since 2003.)Winter 2010The company launched "Future Friendly," a new-to-the-U.S. umbrella platform designed to publicize the company's overall environmental responsibility. The first wave of media advertising and in-store activity launched in April. (See Related Article.)January/February 2010A company-wide sponsorship of the U.S. Olympic Team sponsorship gained strong in-store placement for account-specific activity during the 2010 Winter Olympics Games. (See Related Article.)Fall 2009Procter & Gamble made the biggest splash of any marketer in October 2009 with what was believed to be its most concerted "pink" activation ever in conjunction with Breast Cancer Awareness Month. Launched via the company's Sept. 27 brandSaver, the company's "Give Hope" campaign placed no limit on the money that would be raised through coupon redemptions for the National Breast Cancer Foundation, and generated a heavy amount of customer support. Participating retailers included: Ahold USA's Giant-Landover and Stop & Shop, which used circular features to invite shoppers to "Help give women the gift of hope" by using brandSaver coupons. The retailers and P&G pledged to donate $30,000 to NBCF to fund early detection programs at hospitals in the chains' operating regions. Wakefern Food Corp.'s ShopRite and Great Atlantic & Pacific Tea Co.'s Pathmark, both of which offered free "Hope" kitchenware from Good Cook to loyalty cardholders who bought $25 worth of P&G products in one transaction from Oct. 4-10.Safeway, which promised to donate $5 from each purchase of $30 in eligible P&G products to national and local breast cancer charities. Winn-Dixie, which encouraged the use of brandSaver coupons to support NBCF. The chain also offered instant $5 savings with purchase of $35 in participating P&G brands such as Tide, Luvs, Prilosec and Iams.For additional retail overlays and more information about the campaign, read this article.Summer 2009Procter & Gamble conducted an extensive launch campaign for the simultaneous release of Tide Stain Release and Bounce Dryer Bar. One highlight of the integrated campaign was the deployment of at-shelf "demo" units in an account-specific program at Walmart. (Full article here.)In March 2010, P&G launched a line of Crest-branded whitening products and new Pampers SKUs boasting "Dry-Max" technology with nearly equal levels of execution. Spring 2009Tide launched "Loads of Hope," a cause program centered on a "mobile laundromat" that provides free laundry services for families affected by natural disasters. Co-sponsored by hunger relief network Feeding America, the Loads of Hope caravan had traveled to six locations affected by floods, wildfires or hurricanes since its inaugural run following Hurricane Katrina in 2005. (See Related Article.)SUPERMARKETSA&PJanuary 2010The A&P offered five free Olympic Winter Games pins by mail with the $25 purchase of select Procter & Gamble products including Crest, Cascade, Tampax, Tide and Charmin from Jan. 22-28, leveraging both brandSaver and P&G's U.S. Olympic Team sponsorship. In the same week, Pathmark offered a free $10 Visa gift card with purchase of $25 in select P&G products including Cheer, Gain, Downy and Swiffer using a store loyalty card. Earlier in the month, it offered $10 off a future receipt with purchase of $30 in Tide, Charmin, Bounty and other brands.Ahold USAJanuary 2010Stop & Shop offered rewards of 10 cents per gallon of gas to loyalty cardholders who purchased four select Procter & Gamble products.Both Stop & Shop and Giant-Landover regularly run brandSaver tie-ins that typically offer $5 in instant or future savings off $20 purchases of select products. Delhaize AmericaFebruary 2010Food Lion kicked off its annual "Shop & Care" campaign, which raises money for Easter Seals. The program pledged a donation to the nonprofit for each purchase of eligible national-brand and private-label products from Feb. 10 to March 9. The roughly 225 participating products were identified via shelf tags carrying the campaign's name. Among the supporting manufacturers were P&G, which pledged five cents for every Pringles purchase.January 2010Bloom conducted a "Big Game. Bigger Savings" promotion that delivered automatic savings on Dr Pepper Snapple Group's Canada Dry and 7UP, Kraft Foods' DiGiorno or Pringles. The chain's Breeze loyalty cardholders had the savings automatically downloaded onto their cards by texting "Breezebiggame" to a special number from Jan. 13-24.H-E-BWinter 2010H-E-B and P&G began to expand the "Men's Zone" merchandising concept they began testing in three San Antonio stores last November. The concept dedicates a themed 20-foot aisle to 500-plus men's hygiene products, giving featured status to Gillette and other P&G brands. (Read the full article.)February 2010P&G provided the chain with an account-specific program leveraging its U.S. Olympic Team sponsorship to offer a $10 Visa gift card by mail with purchase of $25 in eligible products. KrogerMarch 2010Kroger staged a "Cart Buster Savings Event" from March 1-14 that offered lower prices on participating P&G and General Mills products, which were designated by yellow shelf tags and featured in circulars.January 2010Various chains offered $5 in savings at checkout (or 500 rewards points at Ralphs) on the purchase of $25 in select products as a tie-in to the December brandSaver. Some brands received upfront endcap placement with shelf signs explaining the offer, while all were identified at the shelf by "special yellow tags."PublixFebruary 2010Publix used triangular standees, violators and window posters carrying a "Go on a stocking spree" message to promote various P&G brands. An accompanying flier carried coupons worth 55 cents to $2, as well as offers for free Pampers wipes, Bounty paper towels and a Tide stain release package with qualifying purchases.January 2010Stores in at least two Publix divisions staged a campaign encouraging shoppers to buy paper torches for $1, $3 or $5 at checkout from Dec. 31 to Jan. 21 to benefit Special Olympics -- another P&G sponsorship. Donors received $6 worth of coupons for select P&G products. Circular features supported.November 2009Publix spotlighted the baby care category through a series of standees with messages such as "Bigger savings to smile about" and "Lower prices. Better for stocking up." Each standee featured one product, such as Pampers, along with words such as "Lovely" or "Sweet" referencing both the store's price and the accompanying photograph of a diapered baby.SafewayMay 2010Safeway dangled five free cans of Iams cat food with purchase of Clorox Co.'s Fresh Step litter in conjunction with "National Pet Month."February 2010Safeway and Dominick's offered 2010 Winter Olympics pins to loyalty-cardholders whose $10 minimum purchase on Feb. 12 -- the first day of the Games -- included a qualifying product from U.S. Olympic Team sponsors P&G or Coca-Cola. Circular features supported.ShopRiteMarch 2010ShopRite continued to work with P&G on basket-filling promos, using a March 21 circular feature to dangle $10 off a future receipt with a $25 purchase of personal care products including Crest, Gillette, Olay and Old Spice. The offer was communicated through ShopRite's ongoing "Look Right and Feel Right" platform for the HBA and OTC categories. That same week, the chain presented a "buy & try" offer promising five free P&G SKUs on a future trip with a $50 Price Plus loyalty-card purchase of select household brands such as Bounty, Tide, Mr. Clean, Swiffer, Bounce and Duracell. Circular features included ads for Pampers Cruisers Dry Max and Crest 3D White. Earlier in the month, it showcased P&G cleaning brands with a "clean into spring with the brands you love" feature promising $5 off a future receipt with loyalty-card purchase of $20 in participating products. January 2010The chain offered a $10 Visa card by mail and $5 off a future receipt with purchase of $25 in select personal care brands (like Herbal Essences, Pantene, Crest, Always and CoverGirl), and a $10 Visa card with purchase of $25 in household brands (Pampers, Duracell, Swiffer, Tide and Charmin) one week later.ShopRite also activated its "Baby Bucks" loyalty program by featuring such brands as Pampers and Nestlé's Gerber and Good Start. The periodic program's latest promotional window ran Jan. 31 through May 1.December 2009The chain promised $5 of a future receipt with purchase of $20 in personal care brands Pantene, Gillette and Crest from Dec. 6-12 through its ongoing "Look Right and Feel Right" program.SupervaluMarch 2010Supervalu hosted a "Make it Easy, Take it Easy" program from Kraft Foods and Procter & Gamble that offered loyalty cardholders $10 off a future receipt with purchase of $30 in select products from March 4-10. Eligible products included Kraft's Singles, Ritz and Oscar Mayer and P&G's Tide, Bounty and Cascade.Shelf signs promoted the offer, while circular features directed consumers to a dedicated website to receive $20 in product coupons and tips on entertaining, meals and clean-up. (The relevant chain's logo appeared after site visitors submitted their ZIP codes.) The tips included using P&G's Mr. Clean Magic Eraser to remove marks from walls, and relaxing post-party with a cup of Kraft's General Foods International Coffee.MASS MERCHANTSMeijerFebruary 2010Meijer hosted an Olympics-themed instant-win game from Procter & Gamble that awarded store gift cards ranging from $25 to $1,000. Shoppers were "entered" automatically with purchase of two Charmin, Crest or Olay products from Feb. 7-17, with the winners notified instantly via checkout print-outs. Circular features supported.WalmartApril 2010Walmart launched a "Family Moments" campaign this month by sponsoring the April 16 premiere of Secrets of the Mountain, a made-for-TV movie produced by Procter & Gamble Productions with funding from the retailer. The film was the first output from the Association of National Advertisers' Alliance for Family Entertainment, of which P&G and Walmart are co-chairs. The organization fielded a 2009 study that indicated consumers wanted more family-friendly TV programming. The title aired on NBC April 16, and became available on DVD exclusively at Walmart one day later.A fairly extensive media campaign included TV and radio spots, print ads and a cinema ad that ran before showings of DreamWorks Animation's How to Train Your Dragon. ConAgra Foods' Orville Redenbacher's was featured in most of the executions. In stores, promotional stickers were affixed to packaging for such movie-viewing products as private-label Marketside pizza.During the film's premiere, P&G and Walmart aired 30-second spots for Tide, Gillette, Downy, Pampers, Duracell and Bounty that presented vignettes about a four-person family using the brands to solve everyday needs. The spots are available here.March 2010The chain gave strong branded placement to P&G's launch of Pampers Dry Max SKUs through endcaps with side panels explaining the new technology and signs within the primary shelf set. January 2010A Walmart circular dedicated to pet products included tips from the ASPCA (American Society for the Prevention of Cruelty to Animals) about dog and cat treats and featured ASPCA-branded gates, carriers and other equipment. (A portion of product sales goes to the organization.) The circular's cover featured Iams pet food and directed consumers to a Walmart microsite for information about the brand's health benefits.August 2009Walmart devoted its "New Releases" video game endcap to EA Sports' Madden NFL '10. The chain also partnered with Gillette and EA Sports for an exclusive promotion in which packaging for limited-edition Gillette Fusion razors contained a code delivering the free download of a mini-strategy guide for the game. The razor handles featured the logos of various National Football League teams. The product was cross-promoted on the "New Releases" endcaps.TargetSpring 2010P&G funded the installation of informational kiosks within Target's redesigned HBA department. The kiosks are used to present decision-relevant info on all brands within the category.May 2010In a co-equity FSI, Procter & Gamble pledged to donate 50 cents from each purchase of exclusive "Red" Swiffer products and 25 cents from each purchase of "Red" Tide, Downy and Bounce SKUs from May through July to St. Jude Children's Research Hospital. Target is a long-time sponsor of the Memphis, TN-based hospital. P&G and Target also teamed to tout Bounty and Charmin in a bilingual FSI in some markets. April 2010P&G served as one of three primary sponsors of the chain's Earth Day program.Elsewhere, Target regularly promotes P&G products by offering a $5 store gift card with purchase.KmartApril 2010Kmart circulars carried a $5 coupon for the combined purchase of P&G's Tide and Downy or Bounce and Hanesbrand's Hanes underwear. Violators and circular features supported.March 2010Kmart partnered with Procter & Gamble to tap into the March 16 home-video release of Walt Disney Co.'s The Princess and the Frog. Participating stores offered a free photo opportunity with costumed characters from the film to shoppers who bought $10 in P&G products during weekend events. Varying by store, the events also included craft projects and raffles. Standees distributing take-ones promoted the events while touting the chain's private-label brands and urging shoppers to "Rediscover Kmart." January 2010 The chain offered $20 toward a future $50 purchase in the home department to shoppers who bought $20 in Procter & Gamble's Cascade, Febreze, Downy, Dawn or Swiffer from Jan. 10-30. Circular features supported.November 2009 The chain conducted an online instant-win game awarding $100 store gift cards to 55 winners and free product from Dawn, Tide, Bounce, Febreze and Joy to 7,000 others. Instant-win participants were also eligible to play an online "collect and win" game requiring them to obtain one computer-generated game piece each day. The game pieces filled spaces on a calendar; players who filled a full week of spaces were entered into a sweeps awarding eight $100 Kmart or Walt Disney gift cards.June 2009Stores dedicated multiple endcaps to offers related to the June 7 edition of brandSaver. The endcaps carried tearpad forms for a rebate offer involving Pantene, Olay, CoverGirl, Secret and Clairol's Natural Instincts that ran through June 19. DRUGSTORESCVS/pharmacyApril 2010CVS tied into Procter & Gamble's brandSaver FSI program in April by promising $15 off Twentieth Century Fox's Alvin and the Chipmunks: The Squeakquel on DVD with purchase of $20 in select P&G products.January 2010CVS/pharmacy used an extensive partnership with Procter & Gamble to help drive a heavy focus on beauty products in December and January.The drugstore chain conducted a variety of activities surrounding CBS' Jan. 6 broadcast of the annual People's Choice Awards, an entertainment property owned by P&G.The chain sponsored beauty tips from celebrity stylist Bobbie Thomas that aired during the broadcast, as well as a televised makeover of the winner of the online "Ms. People's Choice" contest; it also sponsored the contest on the awards program's website. Singer Jewel served as CVS spokesperson during the show.On its own website, CVS presented six tips for becoming a "Red Carpet Beauty." Each tip recommended a P&G product, provided an online coupon for 20% off, and linked to the item for direct purchase. Featured brands were Olay, CoverGirl, Nice 'n Easy, Pantene, Crest and Scope.A Dec. 28 email to ExtraCare cardholders promoted the telecast and encouraged shoppers to visit the program's website to obtain 20% savings on select products. The chain also devoted a full page in the Jan. 3 and Jan. 10 circulars to P&G products, using the People's Choice Awards logo and offering an ExtraCare incentive of $5 in Extra Bucks with purchase of $15 in products from Olay, Head & Shoulders, Pantene, Aussie, Herbal Essences, Clairol and CoverGirl.Throughout the year, numerous P&G products are involved in weekly offers of ExtraBucks rewards for the chain's ExtraCare loyalty cardholders. The promotions always spike to coincide with brandSaver.Rite AidMay 2010Procter & Gamble provided an exclusive offer for a booklet containing $30 in brand-specific coupons with purchase of $30 in eligible products. P&G and Rite Aid pledged to donate $3 to the Children's Miracle Network for every offer redeemed. Circular features supported. January 2010Rite Aid and P&G continued to activate the latter's U.S. Olympic Team sponsorship by offering Visa gift cards of $5 to $35 and a U.S. team pin with purchase of $25 to $100 in participating P&G products. The promotion ran Jan. 17 through Feb. 13.Fall 2009P&G's "Grab the Gold" sweeps, which ran Oct. 25 through Dec. 19, awarded four grand-prize trips to the Winter Olympics in Vancouver, Canada. Marketing for the campaign included cover features in the chain's Nov. 1 and Nov. 29 circulars, as well as shelf signs near P&G products.Unofficially, Tide has negotiated "Red Hot Specials" status more often than any other brand since the program launched in May 2008. The program puts participating products on upfront endcaps and circular covers.WalgreensP&G works with Walgreens on a steady stream of "Register Rewards" offers that deliver future store credit on eligible purchases.WAREHOUSE CLUBCostcoJanuary 2010The warehouse club's direct-mail coupon book contained $1,600 in savings that were valid in stores from Jan. 7-24, and another $3,500 in deals available at Costco.com. Prominent feature space (including the back cover of the envelope) was devoted to Procter & Gamble products, with women's brands (Secret, Venus, CoverGirl, Olay and Herbal Essences) labeled as "Beautiful Finds" and men's products (Gillette, Head & Shoulders and Crest) dubbed "Handsome Finds." Costco and P&G historically have staged multi-brand events every January. August 2009Costco positioned shopping carts filled with products at store entrances to greet members with a side-by-side comparison of the price difference between national brands and Kirkland Signature equivalents. An accompanying sign designed as a giant checkout receipt listed the prices of all the items (including eight Procter & Gamble brands), which totaled $524.90 for the national brands and presented savings of $193.78 for the Kirkland alternatives.Sam's ClubAugust 2009A multi-brand pallet from P&G dangled $30 in savings on bundles of men's products including Gillette Fusion razors and deodorant, Head & Shoulders shampoo and Old Spice body wash.OTHER CHANNELSFamily DollarMarch 2010The value chain deployed endcap headers, window posters and stanchion signs with product shots representing such manufacturers as Procter & Gamble, Kraft Foods, PepsiCo, Bayer Corp., Novartis Consumer Health and Johnson & Johnson to promote its ability to offer national brands at lower prices than grocery stores.February 2010The retailer joined with P&G's Old Spice to leverage the brand's sponsorship of NASCAR driver Tony Stewart and Stewart-Haas Racing's No. 14 car for a sweeps running Feb. 23 through April 22. The grand prize was a trip for four to attend a NASCAR Sprint Cup Series race in late May and experience a "VIP Race Day Package" consisting of a track tour, T-shirt, cap, die-cast car and $600 in spending money. Entry was online or by mail using entry forms distributed in stores. January 2010Family Dollar continued its extensive marketing partnership with Procter & Gamble by encouraging consumers to "Luv your baby for less."The value chain distributed an in-store circular containing $5 in exclusive coupons for baby-related products: $3 for P&G's Luvs value diapers, along with Luvs-branded wipes, infant socks and baby-care accessories; and $2 for Family Dollar-brand apparel. Dedicated endcaps, headers and shelf talkers promoted the Luvs merchandise.The circular also carried $6 in exclusive coupons for P&G's Tide, Gain, Downy, Febreze, Mr. Clean and Dawn brands, which were stocked on endcaps during the promotion.Family Dollar devoted a full page in its Jan. 17 FSI to P&G products as a tie-in to the manufacturer's brandSaver release. The FSI featured brands including Joy, Duracell, Bounty, Charmin, Luvs, Gillette and Ivory.Additionally, Family Dollar tapped into P&G's support of the nonprofit Hispanic Scholarship Fund, which awarded $2,500 scholarships to 60 Latino undergraduates pursuing degrees in science, technology, engineering or mathematics. The application process began Sept. 15, 2009, and ran through Feb. 28. In fall 2009, P&G pledged $1.5 million to the organization to fund 192 scholarships over the next four years.November 2009On Nov. 15, the chain ran a two-page FSI offering "Great values for great holidays" that included a full page for P&G brands. Products from Kraft Foods, Reckitt Benckiser, Johnson & Johnson, Kao Brands and Adidas were featured on the other page.PetSmartFall 2009PetSmart just wrapped up a campaign with Iams promoting an exclusive offer for in-pack coupons.The pet chain used endcap headers, stanchion signs and take-ones to direct shoppers to promotional bags of Iams dog and cat food, which respectively carried $40 and $20 in exclusive coupons. The handouts also promoted additional savings on the products enjoyed by the chain's PetPerks loyalty cardholders. The offer ran Dec. 1 through Jan. 10, 2010.As part of the chain's "After Thanksgiving Sale," which ran Nov. 27-30, PetSmart and Iams ran an identical program spotlighting the in-pack coupon offer and additional savings for cardholders. Endcap headers last month also directed shoppers to select bags of P&G's Eukanuba dog food to find $40 in attached coupons. PetSmart recently added the in-pack coupon program with select food vendors. P&G stepped up its own in-pack coupon activity last fall, when it began inserting cross-ruff offers into packaging for various brands. PetcoNovember 2009Stanchion signs near store entrances communicated the Petco Foundation's annual "Tree of Hope" holiday fundraiser, which benefits animal welfare groups. (Each store selects two local charities as beneficiaries.) Shoppers donated money at checkout from Nov. 7 through Dec. 24. Iams joined with Petco to sponsor the 2009 program. The partners pledged a $1 donation to the Foundation for every bag of Iams cat or dog food purchased from Nov. 1 through Dec. 30. The effort was promoted in a co-equity FSI that dropped on Nov. 1.Lowe'sOctober 2009The home improvement chain provided extra space for Procter & Gamble's Charmin, Bounty and Tide household brands, which were merchandised on pallet displays in power aisles and an endcap facing checkout. P&G increasingly has moved beyond its core distribution channels of mass, supermarket, club and drugstores in recent years to encompass alternative venues such as home centers. The packaged goods maker has been developing programs with The Home Depot for several years. Last month, electronics retailer Best Buy began merchandising Tide alongside washing machines in its appliance department.Toys "R" UsFebruary 2010Toys "R" Us and Babies "R" Us offered $15 store gift cards with purchase of three qualifying Procter & Gamble products from Pampers, Tide, Dreft, Charmin or Bounty through March 4. Shelf tags and circular features communicated the offer.August 2009Toys "R" Us' move into the packaged goods marketplace made it a player in co-op FSI programs as well. The chain received a co-equity overlay from Procter & Gamble offering a $10 store gift card with purchase of three Charmin, Pampers, Bounty, Tide or Dreft products. OfficeMaxMarch 2010The chain offered a free eight-pack of Duracell batteries with purchase of $40 in HP (Hewlett-Packard) ink.

Procter & Gamble Activity Report, May 2009-May 2010

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