Procter & Gamble shines the spotlight on its NASCAR ties in the February issue of brandSaver.
The monthly stand-alone FSI delivers $69 in coupons and introduces new products from Clairol, Head & Shoulders, Zest, Olay, Gillette and Bounty. It also introduces the concentrated 2X Ultra formulation from Tide, which P&G has teased for weeks via shelf signs in stores. (See Images at right.)
Elsewhere, Gillette promotes antiperspirants by featuring an outdated lineup of its "Young Guns" NASCAR spokesmen. The feature congratulates driver Jimmie Johnson for back-to-back Nextel Cup victories, despite his departure from the promotional program in December 2007. (Gillette added drivers Clint Bowyer and Denny Hamlin on Feb. 10 after hosting a "Guess the Drivers" sweeps from Jan. 4 to Feb. 8.)
Meanwhile, Prilosec OTC shifts gears from football to racing by billing its ongoing heartburn-relief message as the "NASCAR Block-the-Burn Challenge" and touting its status as the "official frequent heartburn remedy of NASCAR." In last month's brandSaver, Prilosec challenged shoppers to "be heartburn free on the road to the Super Bowl."
In other brand-specific activity:
- Clairol's Herbal Essences enlists Mexican pop group RBD to introduce a Long Term Relationship hair care collection. Shoppers send a text message to receive a free ring tone of the group's song, "Liso Sensual."
- Oral-B's Stages line for children hosts a mail-in rebate for $5 off any Baby Einstein or Little Einsteins DVD from Walt Disney with purchase of two SKUs through May 31.
- Pampers continues to push its "Bright Mornings" partnership with General Mills' Cheerios. (See Related Articles.) The brand's Kandoo Wipes line offers a free tub dispenser with purchase of any wipes products through March 31.
Published: February 2008
Source: In-Store Marketing Institute
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