SC Johnson Brings Dollar General Holiday 'Joy'

SC Johnson is dominating holiday marketing at Dollar General with a series of exclusive efforts.Activity kicked off in October with endcap displays, power wings and floorstands merchandising an exclusive Glade "Joy" scent along with other SKUs from the brand's "Winter Collection." Those displays, along with floorstands stocking Glade's "Fall Collection," promised 50 cents off through the retailer's mobile coupon program.An Oct. 23 email promoted the exclusive SKU and SC Johnson's pledge to donate $1 to the Dollar General Literary Foundation (up to $25,000) for every two Glade winter collection products purchased during October.November saw the return of the "Holiday House" web page within dollargeneral.com, though this year the digital effort is entirely devoted to SC Johnson products. Clicking on each room leads to product descriptions and digital coupons for Glade, Ziploc, Windex, Scrubbing Bubbles, Pledge and Drano SKUs, including the exclusive scent.The page also hosts an exclusive "Happy Thanksgathering Host" instant-win game awarding 50 winners with $250 store gift cards from Nov. 1-25. The effort is an overlay to the manufacturer's concurrent, national "Happy Thanksgathering Help Me Get Home" instant-win game, which awards 3,000 winners with a $1,000 Visa card. Consumers enter through a promotional website (happythanksgathering.com).Features in the retailer's Nov. 1 and 8 circulars used the Happy Thanksgathering message to dangle $2 off the purchase of $8 worth of SC Johnson products. Facebook and Twitter updates on Nov. 5 supported the bulk-purchase incentive.Elsewhere, a feature in the retailer's "Holiday Guidebook," which dropped on Nov. 1, contains a coupon for $1 off any two SC Johnson products. The 12-page guide offers deals on apparel, decor, gift cards, toys and other items for gifting or party hosting, mixing generic products with SKUs from brands including Unilever's Axe, Energizer Holdings' flagship, and private label Clover Valley. Prices are valid through Dec. 24.In other seasonal activity, Dollar General released its annual "Toy Book" on Nov. 1. The 24-page guide promotes an exclusive Walt Disney Co.'s Star Wars Millennium Falcon toy along with licensed SKUs from Disney's Frozen and Universal Pictures' Minions, and other toys and small electronics. Deals run through Dec. 24. Facebook and Twitter updates on Nov. 9 promoted the book.

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