P&G brandSaver: June 2021

Procter & Gamble tied in to Father's Day with a cover focus on Old Spice and Gillette ProGlide alongside a "looking sharp" message in the June 2021 edition of brandSaver. Distributed on May 30 via Valassis, the stand-alone insert's front page also continued to promote P&G's sponsorship of the Olympic Games while touting up to $64 in coupons (depending on the market) contained within. P&G also activated its Olympics sponsorship in an interior FSI for its P&G Good Everyday rewards program, touting $5 of $15 back with purchases of $20 or $50 worth of qualifying product from a wide range of brands via a downloadable rebate form. Consumers could scan a depicted QR code to initiate the sign-up process.The first interior FSI continued the focus on Father’s Day, positioning SKUs from Oral-B, Old Spice and Gillette as appropriate for a "world class dad." It also depicted a QR code linking to a Gillette landing page promising $3 off a customer's first order after they sign-up for the brand's emails. Charmin, Bounty and Puffs also united for an interior FSI touting Father's Day savings. Among additional notable activity: An FSI for Bevel hair and shave products presented them as "clinically proven for our hair & skin" while depicting Black founder and chief executive officer Tristan Walker. P&G acquired Bevel parent Walker & Company Brands in 2018, with Walker continuing to run it as ceo. Pantene's Gold Series, intended to celebrate Black hair textures, activated P&G's Olympic sponsorship in an interior FSI depicting Black athlete Allyson Felix and her child under a "Stronger Legacy" message.Herbal Essences touted updated packaging for its shampoos and conditioners.Crest, Oral-B and Fixodent highlighted a range of new products, while brands including Metamucil, Prilosec, Nervive, ZzzQuil, Stressballs, Always, Tide, Dreft, Downy Defy, Gain, Swiffer, Dawn and Cascade were also represented in the event.See Related Updates below for retailer overlays.

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