Walgreens Backs Gillette ProGlide Launch

Walgreens gave strong support to Procter & Gamble's launch of Gillette Fusion ProGlide through prominent display placement, a Register Rewards offer and in-store beauty events.P&G officially introduced the ProGlide razors and accompanying ProSeries shaving and skin-care line in the company's June 5 brandSaver FSI drop and a June 8 press release. But the manufacturer already had initiated a massive in-store campaign encompassing tens of thousands of displays and related P-O-P materials in drugstores, supermarkets, mass merchants, warehouse clubs and dollar stores. (See Gallery at right.)Walgreens supported the launch by offering $5 in Register Rewards with purchase of a ProGlide manual or power system priced at $9.89, while also offering $10 in Register Rewards with purchase of $25 in select P&G personal-care products including ProGlide cartridges. (See "P&G brandSaver: June 6, 2010" in Related Articles.) Circular features and coupon book ads supported.In stores, the drugstore chain spotlighted the razors by deploying "Tiffany" product showcases (produced by White Plains, NY-based Mechtronics Corp.), along with floorstands, towers, standees and even branded balloons from P&G. In addition, dedicated endcaps include account-specific shelf trays and side panels communicating the Register Rewards offer, which runs from May 30 through Aug. 8. (See Images at right.)Additionally, Walgreens promoted the razors during June 19 "SaturDate with Beauty" events, part of the chain's ongoing series. (See "Walgreens Field Report: June 2, 2010.") The chain billed the events as "the first SaturDate known to man," since the program normally presents women's beauty products. ProGlide razors were featured on promotional signage and stocked on table displays leading up to (and remaining after) the events. (See Images at right.)

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