P&G brandSaver: December 2017

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P&G brandSaver: December 2017

By Anne Downes - 11/30/2017

Procter & Gamble celebrated the holiday season in the December edition of brandSaver.

Distributed on Nov. 26 via Valassis, the stand-alone insert's front page depicted Pantene, Olay and Crest against a holiday backdrop. The cover also boasted of up to $72 in coupons (depending on the market) contained within. The first inside spread spotlighted the aforementioned brands under a "Season to Shine" message.  

Continuing the seasonal theme, Head & Shoulders reminded consumers to "keep your scalp hydrated this winter" while Bounty and Charmin invited them to "stock up and save for the holidays."

In additional themed activity:

  • Olay urged consumers to give "the gift of younger-looking skin" with the back cover of the FSI event, promising a $15 prepaid card with purchase of $50 worth of P&G beauty products. 
  • Braun touted its electric razors under a "gift he'll love. The look he wants" message and dangled a $50 mail-in rebate offer. 
  • A half-page FSI from Olay positioned the brand's gift sets as a way to "make the season fresh [and] bright."
  • Crest and Oral-B spotlighted their products for children depicting characters from Walt Disney Co.'s Frozen and Star Wars: The Force Awakens.  

In other noteworthy activity, P&G devoted a full-page FSI to its Children's Safe Drinking Water Program, which provides water purifying packets to various countries. A full-page FSI also depicted New England Patriots player Rob Gronkowski and directed consumers to brandsaver.com for coupons for Tide, Downy, Bounce and Gain.

Brands including Gillette, Always, Fixodent, NyQuil, Pepto-Bismol, Metamucil, Prilosec, Vicks, Old Spice and Herbal Essences were also represented in the event.

See Related Updates on P2PI for this week's concurrent retailer programs.

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