Rite Aid Sweeps with K-C, J&J

Rite Aid stayed active in March with manufacturer-driven promotions that included a sweepstakes from Kimberly-Clark and a revamped rewards program from Johnson & Johnson.Running Feb. 28 through March 27, K-C's "House-full of Savings" sweeps awarded a grand-prize $12,000 intended to help pay off a mortgage, along with 600 secondary prizes of $25 Rite Aid gift cards. Entry was by mail with a form included in the chain's March "Single Check Rebates" catalog. Circular features supported. (See Image at right.)The catalog contained accompanying rebate offers for K-C brands Poise, Kotex, Always, Tampax, Huggies, Cottonelle and Scott, and directed consumers online for additional savings through the the drugstore chain's "Video Values" program. K-C and Rite Aid are frequent marketing collaborators. (See "Rite Aid Rebate Report: July 2009" in Related Articles.)Meanwhile, J&J's "Allergy Rewards Program" offers a $20 store gift card with the cumulative purchase of $75 worth of the manufacturer's Zyrtec and Benadryl brands from Feb. 28 through Aug. 28. Shoppers register and enter receipt codes online. Supporting materials include circular features and an ad in the April Single Check Rebates catalog. (See Image at right.)J&J staged a similar rewards program for Zyrtec in 2009. (See "Rite Aid Rebate Report: September 2009" in Related Articles.)The J&J promotion is part of a multifaceted seasonal campaign in which Rite Aid has partnered with the American Academy of Allergy, Asthma & Immunology to offer free healthcare guides in stores. A corresponding microsite lets visitors register to receive electronic allergy alerts via e-mail and cell phone through Pollen.com, an independent site operated by SDI Health. Additional information is offered on the Academy's website.The latest in Rite Aid's ongoing health series (see "Marketing at Rite Aid" in Related Articles), the campaign also includes an offer for $10 or $25 store gift cards with purchase of $25 or $50 worth of 27 allergy and health products from March 28 through June 26. Among the participating brands are Zyrtec, Benadryl, Schering-Plough's Claritin, Procter & Gamble's Vicks DayQuil and GlaxoSmithKline's Breathe Right. A spread in the April catalog and online activity support.In other co-marketing activity with J&J, Rite Aid offered a $25 rebate on the purchase of $50 in select products, communicating the promotion through a full-page ad in the March catalog and circular features. (See Image at right.)Overall, the March catalog contained $398 in rebates through 77 offers. Among other promotions: Rite Aid concluded its "heart to heart" promotion, which dangled $10 or $25 store gift cards with purchase of $25 or $50 in eligible products from Jan. 24 through March 27. (See "Rite Aid Field Report: March 18, 2010" in Related Articles.) Pfizer/Wyeth promoted Centrum multivitamins with a full-page ad that carried a $2 rebate offer. GlaxoSmithKline encouraged consumers to "make a change for a lifetime" by using Alli weight-loss capsules. The half-page ad included a $10 rebate offer. A half-page ad from Kao Brands offered a $5 rebate on the purchase of $15 in Jergens, Biore, Ban, John Frieda or Curel SKUs. Reckitt Benckiser introduced Veet Suprem'Essence hair remover in a half-page ad with a $3 rebate offer.The chain's April catalog carried $390 in rebates via 101 offers. Among other specific promotions: Rite Aid invited consumers to "Look what's new in facial care" in a spread spotlighting five new products from J&J brands Aveeno, Neutrogena, RoC and Clean & Clear, but also featuring the logos of P&G's Olay and L'Oreal's flagship and Garnier brands. P&G used half-page ads to promote new Pampers Cruisers Dry Max and Crest 3D Whitestrips. (See "P&G brandSaver Solutions: April 2010" in Related Articles.) Dr Pepper Snapple Group's 7UP provided an exclusive overlay to its national "Green is Smart" sweeps, awarding two grand-prize Mercedes-Benz smart fortwo cars. Entry runs April 1 to June 30 with forms contained in a full-page ad. (The national promotion awards 25 cars within the same time period.)Other Promotional ActivityRite Aid is again conducting a "Fill Up & Fuel Up" promotion that rewards shoppers who transfer prescriptions. From Feb. 28 through April 24, shoppers who present a downloaded coupon when transferring a prescription receive a $25 Rite Aid gift card (up to two) and automatic entry (one per prescription) into a sweeps awarding weekly $2,600 prizes (via gas gift cards). The chain ran a nearly identical promotion in 2008-09. (See "Rite Aid Looks for Smiles" in Related Articles.)In other activity, the retailer continues to promote its exclusive "GNC Gold Card Club" online and in stores (via take-ones) by offering coupons that return $5 from the $15 annual membership fee. Members receive 20% off GNC products during the first seven days of each month. (See "Rite Aid Shapes Up" in Related Articles.) As of Jan. 1, 1,869 Rite Aid stores had GNC-branded vitamin departments, according to GNC's most recent 10-K.Elsewhere, Rite Aid staged its customary tie-ins to P&G's brandSaver FSI drops on March 7 and April 4, offering a $10 store gift card with purchase of $30 in participating products on the former date and a $5 rebate on the purchase of $25 in five specific products for the latter. (See "P&G brandSaver Solutions: April 2010" and "P&G brandSaver: March 7, 2010" in Related Articles.)CircularsA feature in the March 21 circular promoted a "buy it, try it" offer for a free SKU with purchase of "one of your favorite items." Among the participating brands were P&G's Gillette and CoverGirl, Revlon's Almay, Beiersdorf's Eucerin and Lornamead's Finesse. (See Image at right.)In other activity: Energizer Holdings ran ads promoting the new Schick Hydro razor, which hit shelves in April. Rite Aid offered a $5 store gift card with purchase of a $25 Apple iTunes gift card. A feature for J&J's Neutrogena offered a $5 rebate on the purchase of $20 in select SKUs while directing consumers to Sunday newspaper FSIs for more savings.

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