Unilever Tries 'Making Life Better' for the Holidays

Unilever ran a multi-page FSI event this week activating its “Making Life Better” platform for holiday-themed promotions.Distributed through Valassis Inc.’s Redplum network, the event plugged makinglifebetter.com, the consumer-facing website that Unilever has used to provide recipes and other information since 2006. (See “FSI Report: Aug. 17, 2008” in Related Articles.)The event was fronted — literally in some markets, on Redplum’s cover — with a seasonal theme of “Making Meals Tastier … The Day After.” Consumers were directed to the website for recipes using Thanksgiving leftovers. Brands featured on the cover were Lipton, Skippy, I Can’t Believe It’s Not Butter, Shedd's Spread Country Crock and Hellmann’s. An interior ad encouraged consumers to join the “Making Life Better” community to get access to coupons, holiday recipes, beauty tips and other content and promotions.Among other promotions in the event, Dove, Degree, Vaseline and Axe united to tout an “Experts in the Field” sweepstakes awarding five grand-prize trips to attend a National Collegiate Athletic Association College Football Bowl Championship Series game this winter. The FSI featured ESPN College GameDay analysts Desmond Howard, Kirk Herbstreit and Chris Fowler. (Unilever is a sponsor of both ESPN's college football coverage and the NCAA's BCS series.) Consumers enter the sweeps on a promotional website (expertsinthefieldsweeps.com) from Sept. 5 through Nov. 30. A Microsoft Tag in the FSI linked to a mobile version of the site. Integrated Marketing Services, Irvine, CA, handles.The promotional site also encourages visitors to share the sweeps on Facebook or Twitter to receive a $1 coupon (via Coupons.com) for purchase of SKUs from Axe, Vaseline for Men, Degree for Men or Dove Men+Care.Elsewhere, Knorr ran two FSIs, one of which plugged a “Holiday Cooking” sweeps. Consumers enter on a promotional website (holidaycookingsweepstakes.com) from Oct. 3 to Jan. 31, 2012. Grand prize is a 12-piece WearEver cookware set from Groupe SEB USA and a $300 American Express gift card. First- and second-prize winners get cookware sets and gift cards in lesser amounts; 150 other winners get one piece of cookware. All prize packages include three Knorr SKUs. Camanche, IA-based Promotion Fulfillment Center handles.Ragu joined with New World Pasta's Creamette to offer a free box of the latter's pasta with a two-jar purchase of the former's sauce.Skippy, Lipton, Slim-Fast, Caress and Q-tips were also featured in the event, which generated a variety of account-specific activity at retailers including BJ’s Wholesale Club, ShopRite, Ahold USA’s Stop & Shop and Rite Aid. (See Related Promotional Activity below.)

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