P&G brandSaver: June 2014

Procter & Gamble gave men more attention than usual in the June edition of brandSaver to recognize the upcoming Father’s Day.The usually female-centric event promised up to $100 in savings (depending on the market) “For Dad” on its cover, which also spotlighted relevant products from Head & Shoulders, Crest and Gillette Fusion.With the FIFA World Cup tournament beginning on June 12, the insert's first interior spread showcased U.S. men’s national soccer team player Omar Gonzalez and his father — along with Tide, Downy and Bounce — as “Better Together.” The ad directed consumers to pgeveryday.com to watch videos of the Gonzalez family (although the videos were not present as of June 3).Elsewhere, a two-page FSI promoted Gillette and Old Spice under a “Give Him a Top-shelf Father’s Day” message. The back cover capped off the theme by noting, “Dads know that sometimes less is more,” while plugging Charmin and Bounty.Among brand-specific activity in this month’s issue of brandSaver (distributed via News America Marketing’s SmartSource program):Crest and Oral-B utilized singer Shakira in a spread that also touted toothbrushes as "Made in the USA" (Iowa City, IA, to be specific).Crest 3D White presented a two-pack of Whitestrips as a “Buy One Get One” deal.Head & Shoulders employed Argentina men’s national soccer team star Leo Messi for an FSI inviting consumers to "score 7 benefits for healthy scalp & hair."Duracell continued its co-marketing partnership with Hasbro Inc. (see “Hasbro Plays … ” in Related Articles) by promising $5 off the combined purchase of batteries and a game from the toy manufacturer.Tide Dry Cleaners directed consumers to its website to find a nearby location. First tested in 2008 (see "Hub Prize Awards" in Related Articles), the Tide-branded service now boasts 25 franchised locations in 12 states.See Related Promotional Activity below for this week's concurrent retailer programs.

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