P&G brandSaver: February 2020

Procter & Gamble activated its sponsorship of the National Football League's 2020 Super Bowl in its February edition of brandSaver.Distributed on Jan. 26 via Valassis, the stand-alone insert's football-themed front page depicted SKUs from Tide, Gillette and Head & Shoulders alongside the official logo for this year's Super Bowl. The cover also boasted of up to $101 in coupons (depending on the market) contained within. A "savings touchdown" theme continued through the rest of the FSI event. In additional football-themed activity:Old Spice invited shoppers to "get into the fresh zone" with the brand's items.Olay positioned its SKUs as "game changing skin care."Bounty and Charmin encouraged consumers to "be game day ready" and "stock up now." An interior spread spotlighted the benefits of Crest, Oral-B and Fixodent SKUs alongside a "score with savings" message.Cascade plugged its dishwasher detergents in a party-themed, half-page FSI, employing a "nothing cleans bowls better" message. In additional noteworthy activity:The back cover of the FSI event tied in to February's designation as "Black History Month" by depicting Head & Shoulders "Royal Oils" and Pantene "Gold Series" lines, as well as a sweepstakes awarding a trip to West Africa. Consumers enter the sweeps via crownsofheritage.com from Jan. 10 through April 30. Downy used a full-page FSI to spotlight its new WrinkleGuard fabric conditioner, boasting that the product was more than 14 years in the making and has seven wrinkle-fighting patents.Puffs joined Vicks DayQuil and NyQuil in a half-page FSI reminding shoppers to "prepare for the cold & flu season." Brands including Tampax, Herbal Essences, Secret, Zzzquil, Febreze, Prilosec, Metamucil, Pampers, Always, Swiffer, Mr. Clean, 9 Elements, Gain and Pepto-Bismol were also represented in the event.See Related Updates below for this week's retailer overlays.

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