P&G brandSaver: October 2016

Procter & Gamble tied in to the start of football season by activating its official National Football League sponsorship in its October issue of brandSaver.Distributed on Sept. 25 via Valassis, the stand-alone insert's front page depicted the official NFL logo above products from Gillette, Head & Shoulders and Old Spice positioned on a football field. The cover also boasted of up to $88 in coupons (depending on the market) contained within. The first interior spread invited consumers to get "Game Day Ready" with "official locker room product" from the aforementioned brands.In additional themed activity:Gillette united its men's and women's shaving products under a "score big savings" message. Secret and Gillette deodorants united to offer "his & hers odor protection" in a full-page FSI set in what appears to be a locker room.Old Spice presented itself as the "greatest smell in the NFL" in a half-page FSI.Head & Shoulders depicted football player Odell Beckham Jr. alongside its "Shoulders were made for greatness. Not dandruff" brand message.Other noteworthy activity included a full-page FSI touting new Olay Luminous SKUs to "fade the look of dark spots, even tone and illuminate skin" and a back-cover FSI uniting Bounty, Charmin and Puffs as "autumn favorites." A half-page FSI promoted the nonprofit P&G Children's Safe Drinking Water Program.Brands including Dawn, Tide, Pantene, CoverGirl, Prilosec, Metamucil, Pepto-Bismol, ZzzQuil, Fixodent, Pampers, Tampax, Crest, Downy and Swiffer were also represented in the event.See Related Promotional Activity below for this week's concurrent retailer programs.

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