Daily Field Reports
Ms. Brown Plugs ExtraCare May 24, 2012
CVS/pharmacy and Mars Inc.’s M&M’s teamed for a cross-channel effort spotlighting the brand’s newest spokescandy, Ms. Brown, and the retailer’s longstanding ExtraCare loyalty…
Macy's Flies Down to Rio May 24, 2012
Macy’s is bringing some Brazilian flavor to stores through an “O Mercado, the Market at Macy’s” boutique. Marked by festive “Brasil” ceiling banners, the…
U by Kotex Tries to Break Things Up May 24, 2012
Kimberly-Clark’s U by Kotex used a co-op FSI this week to present new Sleek and CleanWear SKUs, inviting consumers to visit its website to share their thoughts on “How will you break up…
Home Depot Heats Up as Temperatures Rise May 23, 2012
The Home Depot positioned itself for a strong start to fiscal 2012 by leveraging warmer-than-usual weather for an early launch to its springtime version of Black Friday.…
Walgreens, L'Oreal Are Optimum Partners May 23, 2012
Walgreens targeted African-American women this spring by partnering with L'Oreal's SoftSheen-Carson division to host an online chat with celebrity stylist Johnny Wright. Walgreens…
FSI Report: May 20, 2012 May 23, 2012
Summer marketing got even hotter in this week's co-op FSI programs as the official Memorial Day start of the season approached on May 28. News America Marketing's SmartSource continued…
Target Opens 'The Shops' May 22, 2012
The first series of “The Shops at Target” rolled out this month. The first wave of the new program merchandises exclusive products developed in conjunction with five local retailers…
Walgreens Makes Things Clear with Unilever May 22, 2012
Walgreens is supporting Unilever's U.S. launch of Clear dandruff shampoo this month by showcasing custom endcap displays. The displays separately stock the brand's lines for women and…
Special Reports
Walmart Gets Back to Basics
In the couple of years since Walmart's Project Impact push seemingly alienated its core customer base, the Bentonville, Ark.-based mass merchandiser has returned to focusing on its traditional moderate-income…
Special Reports
Best Practices in Shopper Marketing Measurement, Part 2: Measuring Shopper Behavior
The following is the second installment in a six-part series examining best practices for the measurement of shopper marketing. This article looks at effective ways to measure shopper behavior.…
Research Articles
SymphonyIRI's 2011 'New Product Pacesetters'
For the ninth consecutive year, the Institute presents SymphonyIRI's annual "New Product Pacesetters" report on the most successful packaged goods launches of recent months. We again…
Special Reports
Hall of Fame Profile: Tracey Doucette
It's proving to be a pivotal year for PepsiCo. Its CEO just finished a major business review in early February, and Wall Street is voicing plenty of opinions about PepsiCo's strategic direction.…
Recent Promotional Activity
Purina Target 'Pet Essentials' Promo
May 20, 2012
Nestlé-Purina and Target teamed this week for a co-equity FSI containing a QR code that links to a co-branded “Target Pet Essentials” website. The mobile-optimized site presents a customizable shopping list of pet care needs that identifies Purina brands by name and other products (leashes, bowls) generically. Among the featured brands are Purina One, Cat Chow, Tidy Cats, Whisker Lickin’s, Friskies, Dog Chow and Beggin’ Strips.
Zyrtec Walmart 'Bigger Savings' FSIs
May 20, 2012
Johnson & Johnson’s Zyrtec provided a co-equity overlay to Walmart that directed consumers to a brand showcase on walmart.com. The dedicated area contains a “Health & Wellness Scrapbook” that provides traveling tips for allergy sufferers (such as ideal destinations). It also carries links to the Zyrtec product page in walmart.com’s e-commerce area, an “Allergy Alert” tool located elsewhere on walmart.com, and the brand’s “Allergy Cast” iPhone application in the App Store. Los Angeles-based Lunchbox handles the showcase.
BJ's Kellogg 'Great Savings' FSI
May 20, 2012
BJ's Wholesale Club united with Kellogg Co. for an FSI showcasing "great savings on your favorites" from Keebler, Rice Krispies, Eggo, Nutri-Grain, Toasteds, Froot Loops, Cheez-It and Raisin Bran. The ad claims that club members can "save over $500 on groceries a year" compared with prices at food, drug and mass retailers (based on specific Nielsen ScanTrack data). It also provides a free 60-day trial membership.
Staples Avery FSIs
May 20, 2012
Office supply chain Staples made a rare appearance in weekly co-op FSIs in a joint effort with Avery-Dennison Corp. The partners devoted a full page to the Staples-exclusive Martha Stewart Home Office line (see Related Articles), offering a coupon for 30% off a single item, and used another page to promise a $5 "easy rebate" on the purchase of Avery labels, tags or other "branding and merchandising products."
Next I-Seminar
How Can Behavioral Economics Help Develop P-O-P Messaging Strategy? June 28, 1:00 pm CDT
In this seminar you’ll learn which messaging approach resonates best with shoppers and how you can apply it to your business.
Upcoming Institute Events
- League of Leaders Spring Meeting June 19-20, 2012
- Shopper Marketing Expo October 16-18, 2012
- Design of the Times October 17, 2012
Latest Job Listings
- Public Relations Senior Account Executive Des Moines, IA · May 18, 2012
- Director - Business Development Chicago metro area · May 15, 2012
