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P&G's brandSaver Cozies Up to Mom

By Institute staff

Procter & Gamble's May taps into Mother's Day with approximately $69 in coupons for women's health and beauty products and household items.

This month's stand-alone insert introduces new and improved products from Crest, Febreze, Downy, Metamucil, Oral-B, Olay, Old Spice, Venus, Prilosec and Dunkin' Donuts coffee. Among brand-specific activity:

  • Herbal Essences offers a free manicure or pedicure at a participating beauty salon with the purchase of two shampoos or conditioners. To obtain the reward, shoppers visit a promotional website to complete a redemption form that must be mailed along with proofs of purchase by Dec. 31. Participating salons are listed on the site.
     
  • Olay partners with the American Society for Dermatologic Surgery (ASDS) to sponsor free skin cancer screenings in a "Skin Cancer Takes Friends" campaign. Participating dermatologists can be found on the campaign's website.
     
  • Tide 2X concentrated detergent touts the recognition its energy savings potential has received from the EPA's Design for the Environment program.
     
  • Duracell promotes its EasyTab's status as the first hearing aid battery to earn an "Ease of Use" commendation from the Arthritis Foundation. The FSI notes May's designation as Arthritis Awareness Month alongside a coupon for a six-pack of EasyTab batteries.
     
  • Pringles showcases its tie-in to Marvel Studios' The Incredible Hulk, which hits theaters June 13.
Among related retail activity this week:
  • Ahold USA's Giant-Carlisle offers participants in its Gas Extra Rewards program an additional 200 points (worth 20 cents per gallon) with purchase of five P&G products. The chain devoted three circular pages to the offer.

    Meanwhile, sister chains Stop & Shop and Giant-Landover dangle $10 off select gift cards with purchase of $25 in P&G items in their latest Rewards in Store promotion. Giant-Landover gives the offer a Mother's Day theme. The program includes four-page co-equity FSIs in the Redplum co-op program, and endcap placement for multiple P&G products.
     
  • Walgreens devotes three circular pages to an offer for up to $20 in Register Rewards with the purchase of up to nine P&G products. The circular also carries a "Super Coupon" good for $3 off select P&G brands.
     
  • Supervalu's Albertsons offers $5 off a future meat purchase to loyalty cardholders who buy $20 in P&G products. Sister chains Shaw's and Jewel-Osco dangle a generic $5 off the next purchase.
     
  • Circulars for some Safeway chains feature P&G products in a full page of "Look Beautiful. Live Healthy" savings.
     
  • Rite Aid promises store gift cards of $10 and $20 with P&G purchases totaling $30 and $50, respectively. The chain runs the offer through its Single Check Rebates program.
     
  • Longs offers a $20 store gift card with purchase of $50 in P&G products in a promotion labeled as a "Tax Rebate Bonus."
     
  • CVS offers ExtraCare cardholders $5 in Extra Bucks with purchase of $10 in Olay products, a "Buy one, get one 50% off" deal for CoverGirl SKUs, and other assorted promotions.


Published: May 2008

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