P&G brandSaver: July 2019

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P&G brandSaver: July 2019

By Anne Downes - 07/12/2019

Procter & Gamble dove into summer in the July edition of brandSaver.

Distributed on July 7 via Valassis the stand-alone insert's front page spotlighted Pampers Splashers swim diapers, Gillette Venus razors and Secret deodorant. The cover also boasted of up to $100 in coupons (depending on the market) contained within. 

The interior spread continued the summer theme employing a "Dive Into Savings' message and highlighting the aforementioned SKUs, as well as Olay Regenerist Olay Regenerist Whip moisturizer with SPF and Crest whitening strips. A "Deep Summer Savings" theme continued through the rest of the FSI event.  

In other noteworthy activity: 

  • Olay used a full-page FSI to spotlight its collection of SKUs with SPF and dangle shoppers a $10 rebate with a $40 purchase of the brand's skin care SKUs from July 1-31. 
  • A "back-to-school savings" message joined an FSI for Swiffer dangling up to $4 in saving on its SKUs and an FSI for Mr. Clean spotlighting the brand's new Clean Freak deep cleaning mist.
  • Secret and Olay activated their official sponsorships of the U.S. women's national soccer team, which won the 2019 FIFA Women's World Cup this month.
  • Crest plugged its new Pro-Health "gum and sensitivity" tooth paste, encouraging consumers to "wrap your teeth in sensitivity protection."
  • Tide highlighted its new Studio by Tide laundry detergent for dark and colorful apparel under a "Is it new? No it's washed in Studio by Tide" message and claimed it "fights the fade, even in hot water."
  • Dreft positioned its laundry detergent as "exclusively made for babies," while directing shoppers to brandsaver.com for $3 in savings.
  • The event also plugged new SKUs from Fixodent, Metamucil, Pepto-Bismol and Cascade.  
  • Bounty, Charmin and Puffs positioned its SKUs as "school-time essentials."

Brands including Old Spice, Hair Food, Downy, Head & Shoulders, Herbal Essences, Prilosec, Oral-B, Pantene, Tampax, Vicks Pure Zzzs Kids, Align, Febreze, Dawn and Gain were also represented in the event.

See P2PI.org for this week's retailer overlays.