Walgreens Adds Some Madness to 'Game Day'

Walgreens revisited the "Game Day Favorites" theme it employed during the 2012 football season for promotional activity surrounding this month's National Collegiate Athletic Association Men's Basketball Tournament.The retailer joined with official tournament sponsors Coca-Cola Co. and Hershey Co. for the centerpiece of the campaign, an offer for 3,000 Balance Rewards points to loyalty cardholders who buy $15 in qualifying products from the two manufacturers.Walgreens promotes the offer on endcap headers with graphics incorporating the official NCAA logo and glamour shots of a Coca-Cola Zero 12-pack and a package of Reese's Miniatures. The signs encourage shoppers to "Score more points for March Madness." The offer also was touted on the cover of Walgreens' March 10 circular without any specific NCAA references.Meanwhile, the broader "Game Day" effort pulls in additional partners without official NCAA tie-ins. A feature in the retailer's March in-store coupon booklet promotes private-label Nice! alongside Reese's, Coke Zero, Grupo Modelo's Corona and Mirassou Winery's Mirassou. Dedicated endcaps topped by the aforementioned header stock the products. Accompanying side panels carry a "Score great savings" message.Noticeably absent from this year's effort were Mondelez International (formerly Kraft Foods) snack brands, which were co-marketed with Coke and Hershey SKUs in Walgreens' 2012 and 2011 March Madness campaigns (and currently are being co-marketed with Coke in other retail programs).Elsewhere in stores, Walgreens is helping Unilever activate its official NCAA sponsorship via endcaps stocking Axe and Dove Men+Care on PDQ trays with accompanying shelf blockers. (See Related Images at right.) The shelf blockers carry NCAA logos and prompt shoppers to "Man Up for March Madness."

Walgreens Adds Some Madness to 'Game Day'

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