Walgreens Recognizes Its 'Red Nose' Supporters

In Walgreens' third year as the exclusive retail partner of Comic Relief's Red Nose Day in the U.S., the drugstore chain has garnered and trumpeted widespread support from its vendor community in the six weeks leading up to NBC's May 25 telecast of "The Red Nose Day Special."The retailer is identifying a massive team of Red Nose Day partners as "proud supporters" in a variety of ways both in store and online.The walgreens.com home page identifies 16 brands as supporters by displaying their logos: Mars Inc.'s Maltesers, Orbit, M&M's, Starburst and Skittles; Unilever's Lipton and Pure Leaf; Starbucks; Coca-Cola Co.; Berkshire Hathaway's Duracell; SC Johnson's Scrubbing Bubbles, Windex, Glade and Pledge; Fiji Water; and the Wonderful Co.On the site's "Red Nose Day" landing page, those brand logos are again depicted along with a listing of 60 additional brand names (including multiple Walgreens private labels).A spread in the retailer's May coupon book listed 74 brands as "proud supporters." Meanwhile, Johnson & Johnson's Listerine, one of the supporters, received its own dedicated page in the book communicating a Balance Rewards offer valid April 30 through June 3.Plastic shopping bags distributed at checkout list 10 brands: Coca-Cola, Lipton, M&M's, Skittles, Maltesers, Starbucks, Starburst, Orbit, Pure Leaf and Dr Pepper Snapple Group's Bai.Near store entrances, stanchion signs tell shoppers to look for "Red Nose Day proud supporter" logos.Throughout stores, danglers appear at shelf identifying individual participating brands, including Hershey Co.'s Brookside; Mondelez International's Oreo; Kraft Heinz Co.'s Planters; Link Snacks' Lorissa's Kitchen and Jack Link's; Kellogg Co.'s Pringles; and Snyder's-Lance's Snyder's of Hanover.Brands with dedicated shelf trays include Planters, Energizer Holdings' Energizer, Oreo, Jack Link's, Wonderful, Brookside and Hershey's barkThins.Brands receiving high-profile endcaps that identify them as supporters include M&M's; Listerine; Coca-Cola; Lipton with Starbucks and Pure Leaf; Starburst with Skittles and Orbit; and SC Johnson with Duracell.Brands with dedicated floorstands include Pringles, Sanofi-Chattem's Icy Hot and J&J's Zyrtec.At checkout, Walgreens deployed M&M's counter displays depicting an M&M's character wearing a red nose.In addition to multi-brand Red Nose Day features in circulars leading up to the televised event, some individual brand features carried the "proud supporter" logo. Mars/M&M's, Edgewell Personal Care's Banana Boat, Glade and L'Oreal USA's Essie participated.Furthermore, a Walgreens Facebook update on May 9 encouraged consumers to purchase products from these "proud supporters": Starburst, Fiji Water, Lipton, M&M's, Duracell, Windex and Coca-Cola. Red Nose Day's mission is to end child poverty by raising awareness and money.Walgreens, Mars Inc., NBC and the Bill & Melinda Gates Foundation are the official partners of Red Nose Day in the U.S.

P2PI MEMBERS

JOIN P2PI

You May Also Like

M&M’s Campaign Empowering Women Highlights Female Spokescandies

M&M's Brings Another Holiday Movie Night to Amazon