P&G Brings 'Step' Solutions to Walgreens
Redeploying a tactic that it has used previously at Walgreens, Procter & Gamble this winter packaged a few of its products together to create solutions in the shaving and laundry categories.
A “Better together” theme for the manufacturer's male-targeted Gillette and female-targeted Gillette Venus shaving products communicates a three-step shaving routine to the drug chain’s shoppers.
Circular features in January and February promoted a “buy one, get one half off” deal on eligible products, positioning shave gel as step 1 (“Prep”), razors and razor systems as step 2 (“Shave”), and cartridges as step 3 (“Replace”). The BOGO offer runs from Dec. 29 through Feb. 29.
In stores, dedicated power wings, produced by Menasha, complement the "Better together" effort.
And as they did in mid-2019, the partners in January paired P&G’s Tide, Downy, Downy Unstoppables and Bounce products for a laundry solution comprising step 1 (“Powerful Clean”), step 2 (“Protect & Condition”), step 3 (“Freshen with Scent”) and step 4 (“Helps Reduce Wrinkles”).
Complementary offers included a “four for $8” deal communicated in the retailer's Jan. 12 circular and a “buy three at $4.99 each and get one free" deal in the Jan. 19 circular. Unlike in the summer 2019 execution, there was no display support for the promotion this winter, Menasha confirmed.
Coming to i3? Walgreens Boots Alliance co-chief operating officer Alex Gourlay is one of three 2020 inductees into the Path to Purchase Institute Hall of Fame. The induction ceremony takes place May 6 in Chicago as part of the Institute's i3 event. For more information and to register, visit experiencei3.com.