Walgreens Hosts U by Kotex Sweeps

Kimberly-Clark introduced new U by Kotex (see "Kimberly-Clark Shakes Up Feminine Care") through Walgreens with an exclusive "And the Winner Is" sweeps. Running April 25 through May 29, the promo awarded a grand-prize trip to a major entertainment awards show of the winner's choice (from among four) and 50 secondary prizes of $100 Walgreens gift cards. Entry was online or via text message. Dedicated shelf trays supported.Among other recent promotions, Walgreens: used a "Bring Summer Home for less" theme to promote seasonal products from such brands as Clorox Co.'s Kingsford, Georgia-Pacific's Dixie and private-label W. Dedicated endcaps, shelf signs and circular features supported. employed a similar "Bring Home their favorites" theme to promote food and beverages from Coca-Cola Co., Frito-Lay's Doritos, General Mills' Chex Mix, Kraft Foods' Oscar Mayer, Mars Inc.'s Snickers, Nestlé's Butterfinger, Hershey Co.'s Reese's, Unilever's Lipton and Ocean Spray, among others. used radio spots and ceiling signs to promote in-store "personal gift advisors" who could help shoppers find the "perfect" Mother's Day gift. (See Image at right.) The chain conducted a similar campaign for Valentine's Day. (See "Walgreens Field Report: Feb. 9, 2010.") presented $14 in exclusive coupons for Johnson & Johnson brands Listerine, Viactiv, BenGay, Children's Tylenol, Reach, Zyrtec and Benadryl in a feature that referenced the manufacturer's "Safe Kids" campaign and directed consumers to Sunday newspapers for more savings. (See "FSI Report: April 25, 2010.") staged "SaturDate with Beauty" events that showcased J&J's Neutrogena (on May 22), various designer fragrances (May 8) and L'Oreal products (April 24). offered a free one-year new membership to marketing partner AARP with purchase of $15 in select private-label products.Other recent Register Rewards offers included: $7 with purchase of $25 in Procter & Gamble's Olay, Secret, Gillette Venus, Tampax or Always in a feature directing consumers to P&G's concurrent brandSaver FSI drop. (See "P&G brandSaver: May 2, 2010.") $5 with purchase of $15 in select SKUs from Unilever's Dove, Caress, Degree, Pond's, Lever 2000, Vaseline, Suave or Q-tips. $10 with purchase of $20 in J&J's Zyrtec, and $3 with purchase of two participating products from the manufacturer's Tylenol, Benadryl or Sudafed brands. $4 with purchase of $25 in products from Clorox's Brita, Burt's Bees or Green Works in an Earth Day promotion. $2 or $5 with purchase of four or eight Hallmark cards in a Mother's Day promotion. Radio spots supported. $5 with purchase of $15 in participating Nivea products from Beiersdorf Inc.The aforementioned May coupon book carried $330 in savings through 82 offers and included ads for Cadbury Adams' Stride Shift, Nestlé's Wonka, K-C's Huggies Little Swimmers and J&J's Aveeno Active Naturals.Digital MarketingThe newly acquired Duane Reade chain (see "Walgreens Field Report: March 23, 2010") staged a campaign in April that placed outdoor ads around New York that carried 2D barcodes from JagTag Inc. Consumers who used their smartphones to take and submit pictures of the ads were able to receive multimedia messages that included "deals of the week" on private-label products.Private LabelIn other activity, Duane Reade in April launched a line of eco-friendly household, grocery and personal-care products under its two primary private-label brands, Apt. 5 (for household goods) and DR Delish (for grocery).EventsProcter & Gamble's CoverGirl and Conde Nast Publications' Vogue hosted beauty makeovers at 14 Florida stores in May. Makeup artists demonstrated new CoverGirl LashBlast mascara and promoted a sweeps from the magazine. The event also entailed a gift-with-purchase offer for a CoverGirl cosmetics bag. Cosmetic Promotions Inc., Winter Park, FL, handled.Elsewhere, Walgreens supported the launch of exclusive Rejuvicare beauty products from Windmill Health Products by hosting an event on May 13 at a Lake Bluff, IL, store. TV personalities Kris Jenner and Kourtney Kardashian made appearances. The product is being merchandised on shelf trays.MerchandisingAmong the brands recently presented as "Affordable Essentials" on endcaps (and in circulars) were Clorox's Glad, Colgate-Palmolive's Ajax, P&G's Bounty, SC Johnson's Windex, L'Oreal's Garnier Fructis, Unilever's Dove and private-label Xcel and Tuf.In other activity, Walgreens: provided dedicated floorstands for an exclusive overlay to Kraft and Hershey's annual "S'mores" campaign. (See "FSI Report: May 16, 2010" in Related Articles.) Shoppers were offered a free package of Kraft's Jet-Puffed marshmallows with purchase of the manufacturer's Honey Maid graham crackers and Hershey chocolate. (See Image at right.) devoted other endcaps to an exclusive offer from PepsiCo for 10 free song downloads with purchase of five Gatorade G Series or Propel SKUs. Online redemption codes were printed automatically at checkout.Cause MarketingWalgreens in April donated space on its Times Square digital billboard to the National Center for Learning Disabilities, according to a Crain's report. Thirty-second spots ran four times per hour over five days on the 17,000-square-foot video display.Store GrowthWalgreen Co., Deerfield, IL, operates approximately 7,411 drugstores in 50 states and Washington, DC. The total includes the 258 Duane Reade stores acquired in April, along with four other acquisitions and 21 store openings. The chain also closed one location during the month.

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