Unilever tapped in to back-to-school season with a multi-page FSI event.

Dropping on Aug. 6 via Valassis Inc.’s Redplum program, the event’s front cover touted the manufacturer’s sponsorship of the WE Schools program, which encourages students in the U.S. and Canada to do community service. It also boasted of up to $25 in coupons contained within (depending on the market).

The theme continued with a full-page interior FSI for Axe that invited consumers to “add style to his back-to-school list.” Elsewhere, a multi-brand FSI touted Simple, St. Ives, Noxzema and Pond's as a way to “start the season fresh.”

Various FSIs spotlighted new products:

  • Tresemme dangled a free conditioner SKU with purchase of a shampoo from its Expert Repair & Protect line.
  • Knorr presented its Selects line as free of artificial flavors, preservatives and gluten.
  • I Can’t Believe It’s Not Butter introduced vegan and organic versions.
  • Dove, Dove Men+Care, Degree and Axe positioned their dry spray deodorants as “America’s #1 dry sprays.”

In co-op activity, Walgreens received an FSI inviting Balance Rewards loyalty cardholders to “stock up and save big” with a “buy two, get third free” deal on hair care SKUs from Nexxus, Suave, Dove and Tresemme. Adjacent ads spotlighted Axe and Caress Daily Silk as “available at Walmart.”

Other notable activity included an ad for Suave Professionals that touted the product’s overall rating from reviews on suave.com.

See Related Updates below for this week’s concurrent retailer programs.

Related Updates