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Catalina Marketing releases brand, store-level mobile couponing performance data

BY Allison Cerra

ST. PETERSBURG, Fla. Catalina Marketing on Wednesday released its first brand and store-level mobile couponing performance data.

The company and its test partners, including ShopRite and more than 60 CPG brands, leveraged its shopper marketing data warehouse and expertise to create compelling mobile programs, Catalina said.

The mobile strategy follows the same shopper-insight and engagement methodology powering its in-store print communications currently distributed globally in more than 50,000 food, drug and mass outlets. Among the results, Catalina Marketing found:

  • Double-digit lifts in incremental store visits and spending at participating retailers
  • Significant, double-to-triple-digit lifts in incremental sales volume for participating brand (Incremental sales lift varied depending upon the brand and the program design.)

“We use this data to give our customers offers that are relevant to them; and, that personalization provides an incentive for our consumers to spend more with us than the competition,” said Cheryl Williams, VP marketing for Wakefern Food Corp., the retailer-owned cooperative whose members own and operate more than 200 ShopRite stores.

In line with the data release, Catalina Marketing also said it is advancing its mobile couponing solution to scale its U.S. in-store media platform of 24,000 food, drug and mass distribution channels.

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All launches Oxi-Active laundry detergent

BY Allison Cerra

WILTON, Conn. All has launched a new laundry detergent designed to fight life’s toughest stains.

All’s Oxi-Active is a 2-in-1 advanced detergent that promises to remove tough stains in a single wash. In line with its debut, All is launching a campaign in New York City with a birthday party-themed media event to show how effective it is.

“We want to give moms the reassurance and confidence to enjoy all the messy moments their kids are already enjoying,” said Kevin Keating, marketing director for Sun Products Corp. “With all Oxi-Active and its 2-in-1 advanced cleaning power, moms can focus on their child’s first birthday party and that first chocolate ice cream cone rather than the bib.”

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Lauren Conrad joins Reese’s to declare a holiday in honor of its candy

BY Allison Cerra

HERSHEY, Pa. Reese’s is teaming up with fashion designer and author Lauren Conrad to help make I Love Reese’s a national holiday on May 18.

“Reese’s peanut butter cups’ loyal fans have helped make it the No. 1 selling candy in the country,” said Jody Cook, spokesperson for the Reese’s brand. “We thought it was only fitting to help Reese’s lovers nationwide celebrate the perfect combination of chocolate and peanut butter by declaring I Love Reese’s Day a holiday.”

Although peanut butter and chocolate already have holidays in March and July, respectively, Reese’s believes that May 18 should mark the long-loved union of peanut butter and chocolate. To kick off the campaign, Reese’s has launched an online petition at http://www.hersheys.com/reeses/ilovereesesday/, where consumers can show their support through May 17. Following the kick-off of the I Love Reese’s Day holiday, Reese’s peanut butter cups will return the love by launching the nationwide Reese’s Loves You Back on-pack, instant-win promotion, in which the brand will give away up to $2 million in cash prizes to Reese’s peanut butter cup fans nationwide.

In line with the I Love Reese’s campaign, Conrad has expressed her support for the prospective holiday at Hershey’s Times Square store in New York City.

“I’ve always loved Reese’s Peanut Butter Cups – who doesn’t? When I found out that my favorite treat was campaigning to declare I Love Reese’s Day, I had to be among the first to sign the petition,” said Conrad.

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