Walmart Sports a Pink Manufacturer Halo

Walmart brought October’s designation as “Breast Cancer Awareness Month” into stores by leaning on manufacturer initiatives.Procter & Gamble again dominated themed activity at the retailer this year. The manufacturer's Swiffer gained secondary merchandising space with floorstands and pallet displays promoting its support of nonprofit Cleaning for a Reason, which Walmart also sponsors. (See “Walmart Follows …” in Related Articles)Meanwhile, an endcap stocking shelf trays of P&G's Pantene and Head & Shoulders was outfitted with shelf strips carrying the manufacturer’s “Early Detection Saves Lives” message. (See “P&G brandSaver: October 2013”) Pantene ran an account-specific overlay to its “Beautiful Lengths” program at the retailer. (See “Walmart, Pantene Go to …”) Co-equity FSIs supported the two efforts. (See Related Promotional Activity.)Also in stores, pallets from BP’s Castrol touted the brand’s $50,000 donation to the National Breast Cancer Foundation, racks merchandised Kraft Foods Group’s Velveeta in packaging communicating its support of NBCF, and coolers stocked General Mills’ Pillsbury Grands, which were recently added to the manufacturer’s “Save Lids to Save Lives” program. (See “General Mills Puts …”)On walmart.com, a home-page display ad invited visitors to “Think pink during National Breast Cancer Month” while depicting the retailer’s “Made in the USA” logo. (See “Walmart Conducts …”) The ad linked to a “Power of the pink” e-commerce page that let consumers peruse some 160 available items (as of Oct. 14) grouped by “Apparel & Accessories,” “Office & Crafts,” “Sports” and “Home & Baby.” Approximately one dozen products sported the aforementioned Made in the USA logo. An ad in an Oct. 15 email also linked to the e-commerce shop. Elsewhere, an Oct. 26 Facebook update invited consumers to "Find pink products from your favorite teams," linking to an e-commerce page offering approximately 20 items from brands including Wilson Sporting Goods' flagship and Sports Direct International's Everlast.

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