More Than a Coupon
FSI Council selects three campaigns for its famed Hall.
Chicago-based FSI Council of America hosted a press conference and cocktail party at PROMO Expo in October to induct a trio of 1999 campaigns into its Brand-Building Hall of Fame.
Now in its third year, the Brand-Building Hall of Fame program recognizes marketers that most successfully leverage the strengths of free-standing inserts in their ongoing marketing efforts. This year’s inductees were Northland Cranberries, Colgate-Palmolive, and Eastman Kodak Co.
– Wisconsin Rapids, WI-based Northland Cranberries slid into the hallowed Hall with a Win a Cow! sweepstakes executed for its Seneca juice brand. A tongue-in-cheek FSI informed Sunday newspaper readers about Seneca’s new calcium-enriched cranberry juice, and communicated a kooky sweeps overlay that served one grand-prize winner a cranberry-colored cow or $10,000 in “moolah.” (The winner took the cash.)
– Colgate-Palmolive was recognized for marketing efforts tied to the introduction of Colgate Navigator, a toothbrush with a flexible head that cleans teeth without putting pressure on gums. New York City-based Colgate touted the toothbrush in an FSI featuring eye-catching photos in addition to a sidecar coupon.
– Rochester, NY-based Eastman Kodak Co. received an induction ticket for work linked to its Max film line. The company invested in FSIs to inform and engage consumers about the product via awareness-generating copy, slick offers, and heart-warming photos only Kodak could produce.
“This year’s winners epitomize what savvy shoppers are seeking in their FSIs,” said consumer trend tracker Phil Lempert at the inductee presentation. “I would urge other brand managers to take note. Listen to your target. Give them what they want. You’ll see your sales soar.”
An FSI Council judging panel was assisted by some 350 consumers who logged onto supermarketguru.com late last summer to cast votes on nine finalists.
