CVS Offers Exclusive Halloween Treats

CVS/pharmacy ushered in Halloween with seasonal savings for ExtraCare loyalty members and an exclusive SKU from Hershey Co.The drugstore retailer offered cardholders an early treat in the form of 30% off any in-store purchase up to $99. The printable or send-to-card coupon was delivered in an Oct. 22 email blast and was valid through Oct. 25. The missive also touted “Eerie-Sistible Savings” while linking to personalized offers from the chain’s Oct. 18 circular.That tab additionally introduced a seasonal, exclusive snack-size SKU: Hershey's "white" Kit Kat. The SKU was depicted on the front page of both the Oct. 18 and Oct. 25 circulars alongside an "Only at CVS" message. Supporting activity includes a "Halloween with Hershey" showcase within cvs.com that shows the exclusive confectionery under the headings, "Hershey Makes Halloween Frighteningly Fun" and "Only at CVS/pharmacy."Both weeks' tabs additionally employed a seasonal theme to showcase confectionery from Mars Inc., Nestle and Ferrara Candy Co. under the headline, "Scary Candy Deals." Cosmetics brands such as Revlon's flagship, L’Oreal USA’s Maybelline New York, Procter & Gamble’s CoverGirl, Vogue International’s OGX and Johnson & Johnson’s Neutrogena also earned a seasonal spotlight with messages such as "Treats & Trends," "Vamp-Up the Deals" and "Scare Up Glamour."In stores, the white Kit Kat SKUs are merchandised on custom shelf trays. Other manufacturers dressed up the aisles with their own seasonal orange-and-black shelf trays and case stacks that were positioned under a variety of the retailer's themed ceiling signs. CVS also made sure to carry the activity through to its newly expanded beauty department by employing "Beauty Treats and Trends" messaging on endcap displays carrying products from Revlon, L'Oreal USA and other cosmetics brands. Ornately decorated national displays provided a seasonal spotlight for the liquor aisles as well.Social media outreach supported the in-store, print and digital efforts; CVS posted multiple Halloween-related updates on Facebook and Twitter beginning in late September.

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