Walgreens Stays Busy with Football Promotions

Walgreens used a multipronged approach to its postseason football marketing, activating both retailer-led and manufacturer-led efforts.The initial in-store activity came in late December 2015, when Hershey Co. utilized Walgreens' dump tables to showcase its national Reese's "Playoff Pandemonium" campaign. The display offered loyalty cardholders 1,000 Balance Rewards points with purchase of two qualifying Hershey confectionery SKUs from Dec. 27 through Jan. 30 while touting Reese's sponsorship of the College Football Playoff and ESPN College GameDay.In January, floorstands from Mars Inc. delivered a "Score Great Savings" message and carried Walgreens' "Game Day Favorites" logo as well as the manufacturer's Snickers, Snickers Crisper and M&M's logos. Additionally, "Score Great Savings" sidekicks using similar creative were positioned above Skittles sidekicks that activated Mars' official sponsorship of the National Football League. The Skittles sidekicks carried the official Super Bowl logo and promoted a national text message-based sweepstakes running Dec. 28, 2015, through Feb. 29.Walgreens further activated its "Game Day Favorites" program on Jan. 29 by using a "Ready for the big game?" message to promote multiple products in the Friday "sneak peek" email that lets registered consumers see the following week's circular two days before its release. Coca-Cola, PepsiCo (Pepsi) and Dr Pepper Snapple Group (7Up) beverages and private-label Nice! bottled water were among the showcased products.A "Score Great Savings" feature on the cover of Walgreens' Jan. 31 circular promoted beverages from the same manufacturers along with other items, including Nestle's DiGiorno pizza, PepsiCo/Frito-Lay snacks, and almonds from Blue Diamond Growers.In other activity before, during and after Super Bowl Sunday on Feb. 7, Walgreens promoted its Balance Rewards program with respective football-themed GIF Facebook updates in partnership with Mars' Milky Way, Mars' Snickers and PepsiCo's Diet Pepsi, as well as Pepsi alongside Kellogg Co.'s Pringles.

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