Procter & Gamble marked the May 9 observance of Mother's Day and activated its sponsorship of the Olympic Games in its latest edition of brandSaver.
Distributed on April 25 via Valassis, the stand-alone insert's front page depicted SKUs from Olay, Pantene and Secret alongside a card for "mom." The cover also boasted of up to $85 in coupons (depending on the market) contained within and depicted the logo for the Olympic Games, which will be held this summer in Tokyo after being postponed a year due to the ongoing COVID-19 pandemic. The first interior page continued the theme with a "Celebrating Mother's Day on May 9th with love" message and spotlighted the benefits of personal care items from Olay and Pantene.
In other personal care activity:
Pantene employed a full-page FSI to plug its "Miracle Rescue" hair care line.
Secret shined a spotlight on its new Derma+ antiperspirant, depicting a seal positioning it as "dermatologically approved."
Gillette, Old Spice and Head & Shoulders joined for an FSI promising shoppers who spend $30 or $50 worth of the brands' SKUs a $10 or $15 mail-in rebate, respectively, from Jan. 1 through June 30. The FSI depicted National Football League player DK Metcalf and directed shoppers to usedailyforgreatness.com to download the rebate form.
Head & Shoulders positioned its haircare SKUs as "clinically proven" to provide "up to 100% dandruff protection."
Herbal Essences communicated its hair care SKUs have new packaging but deliver "same hair-quenching moisture."
Burt’s Bees positions its toothpastes (manufactured by P&G through a licensing deal with Clorox Co.) as free of artificial flavors and sweeteners.
In other noteworthy activity:
Bounty, Charmin and Puffs encouraged shoppers to "Celebrate Mother's Day" and "save now."
Febreze dangled BOGOF offers on Plug and Car SKUs.
Swiffer engaged pet households with an FSI communicating "shed happens" and boasting its products "trap + lock pet hair."
Brands including Crest, Fixodent, Nervive, Vicks Zzzquil, Oral-B, Metamucil, Stressballs, Prilosec, Always, Gain, Tide, Downy, Dreft, 9, Mr. Clean, Cascade, Dawn and Pampers were also represented in the event.
Path to Purchase Institute members can view the full brandSaver article including images and retailer overlays on p2pi.org.