P&G brandSaver: July 2018

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P&G brandSaver: July 2018

By Anne Downes - 07/06/2018

Procter & Gamble dove into summer with its July issue of brandSaver.

Distributed on July 1 via Valassis, the stand-alone insert's front page spotlighted Pampers Splashers swim diapers, Venus razors and Crest Whitestrips. The inside continued the swim theme, showcasing the same products plus Tampax, Olay and Secret while highlighting their benefits. $105 in coupons (depending on market) were included throughout the insert. 

Among interior FSIs, Olay showcased its Cleansing Infusion eye cream and Regenerist Whip product to "protect your summer glow," while dangling a $20 prepaid card with a $50 purchase. Secret, Old Spice and Gillette joined for an FSI inviting consumers to "keep cool with summer savings." Gillette Venus continued the swim theme with a half-page FSI dangling $5 off a refill pack purchase.

In other noteworthy activity:

  • Puffs, Bounty and Charmin eschewed the summer theme to instead position themselves as "school-time essentials."
  • ZzzQuil introduced a new Pure Zzzs product containing sleep hormone melatonin while Align extended its line with prebiotic and probiotic gummies in an FSI that also included Pepto-Bismol. 
  • Pantene, Head & Shoulders and Herbal Essences touted new SKUs infused with the latest trend in beauty: charcoal. 
  • Downy showcased new line additions "cool cotton," "odor protect" and "nature blends." 

The event also touted new products from Fixodent, Always, Febreze, Cascade, Crest, Metamucil and Gain.

See P2PI.org for this week's concurrent retailer programs.