Walgreens Jams With Toy Instruments

Walgreens is dedicating endcaps to introduce Paper Jamz, a new line of toy guitars, drums and amplifiers from Hong Kong-based WowWee that the chain is selling exclusively. (View video below.) The displays include a tethered guitar so that shoppers can test the product, as well as the small video screens that the chain has used in multiple merchandising efforts this year. (See Image at right.)The retailer issued a release in late June to promote the brand's in-store arrival, but already had encouraged online pre-orders through circular features and its monthly coupon book. In fact, the July coupon book spotlighted the brand on both the front and back covers, and also contained an interior ad sporting a "Don't forget the AAA batteries" message and a coupon for Energizer batteries. (See Image at right.)"We believe Paper Jamz will be the hot new toy and technology for kids this summer and through the holidays," vice president of merchandising Bryan Pugh said in the release. "We strive to lead our segment of the market by offering innovative products, unique gift ideas and affordable technology, and Paper Jamz is a great example of that."Overall, the July coupon book delivered $230 in savings through 79 offers and included ads for Gillette Fusion ProGlide, Cadbury Adams' new Dentyne Pure, GlaxoSmithKline's Tums and Alli, and Novartis Consumer Health's Lamisil. The June book, meanwhile, carried $325 in savings through 93 offers, and used a health and wellness theme to highlight vitamins and supplements. (See Image at right.) A circular feature supported, referring consumers to the book.Among other promotions, Walgreens used half-page circular features to promote its website with a "shop with ultimate convenience" message. The chain also offered $10 credits toward a future online purchase with $25 online orders.Recent Register Rewards offers included: $3 with purchase of $15 in select Kraft Foods products, including SKUs from Kraft, Miracle Whip, Planters, Nabisco, Capri Sun and Oscar Mayer. $5 with purchase of $15 in select Unilever products from Skippy, Ragu, Slim-Fast, Lipton, Hellmann's, Bertolli and P.F. Chang's; $10 in Unilever's Suave; $20 worth of L'Oreal's Garnier; $10 in Schering-Plough's Dr. Scholl's; $10 in Hershey Co.'s Reese's, Hershey's or Twizzlers; or four PepsiCo 12-packs. Fourth of July-themed radio spots promoted the PepsiCo offer. $10 with purchase of $25 in Energizer Holdings products from Schick, Playtex, Wet Ones, Skintimate and Edge, $25 in P&G's Gillette or Old Spice, or three Neutrogena products from Johnson & Johnson.In other activity, Walgreens and Unilever partnered on a stand-alone newspaper insert that promoted sales on Axe and Dove Men+Care.EventsOther recent SaturDate with Beauty events featured products from Revlon and P&G's Pantene on June 5 and Dove on July 10. The latter was promoted with an offer for $5 in Register Rewards with purchase of $15 in select SKUs.AdvertisingThe retailer used separate radio spots recently to promote Father's Day gift ideas, private label sunscreen and generic over-the-counter medications.

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