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New report notes increased digital coupon activity by CPG manufacturers

BY Allison Cerra

MINNEAPOLIS Digital coupon distribution by consumer packaged goods manufacturers increased by 3.4% during fourth quarter 2009, across the Web sites monitored as part of the Marx Digital ProMotion Report available exclusively from Marx, a Kantar Media solution.

Of the 152 CPG manufacturers that issued coupons in the quarter, 116 CPG manufacturers distributed digital coupons across the retailer Web sites.  Twenty-six of these 116 manufacturers distributed digital coupons on two or more retailer Web sites, while 11 manufacturers were active across three or more retailer Web sites. In many situations the manufacturers that were active on print-at-home or e-coupon Web sites were also active on retailer Web sites.

“Digital coupons represent a small but growing percentage of total coupon distribution and are gaining traction across an expanding group of CPG manufacturers,” said Mark Nesbitt, Kantar Media president.

Additionally, the average face value per unit increased in 8-out-of-9 major CPG categories which included cereal, dry grocery, frozen products, health care, household products, other packaged goods (i.e. seasonal items), personal care, refrigerated foods and shelf stable beverages. Of the categories, other packaged goods, shelf stable beverages and personal care categories had the greatest increases in average face value per unit of 250%, 44.7% and 30.2%, respectively. Refrigerated foods was the only area with a decrease, declining 22.4%, versus the year-ago period, to 45 cents.

“Coupons are a proven tactic for creating purchase intent and driving planned shopping trips,” said Bob Cristofono, Marx VP sales. “Manufacturers and retailers are developing new ways to engage with consumer and shoppers through multiple platforms including retailer Web sites.”

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Naked Juice introduces coconut water

BY Allison Cerra

AZUSA, Calif. Naked Juice has unveiled a new product that quenches thirst, revitalizes the body and satisfies taste buds.

Naked Juice’s Naked Coconut Water gets its flavor from Brazilian coconuts and promises to help replenish the potassium and other electrolytes anytime you’re on the move, containing 650-mg of potassium, 65-mg of calcium, and 23-mg of magnesium.

The 100% coconut water is completely all-natural, fat free, cholesterol free and gluten free.

Naked Coconut Water is available nationwide in Whole Foods for the suggested retail prices of $1.99 per 11.2 oz. package in the functional beverages and grab-and-go sections.

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Game, set, match for Venus Williams, Tide

BY Allison Cerra

CINCINNATI Stains and odors are no match for tennis superstar Venus Williams, who has teamed up with Tide’s newest detergent.

Tide plus Febreze Freshness Sport is designed to help remove tough stains and odors from garments that take the hardest hits.

“Knowing that my clothing has to meet the demands of my game, I always try to blend technological innovation and my personal style in the looks I design for practice and for tournament play. I use performance fabrics frequently in my designs — they’re great for keeping me cool and dry during my toughest matches, but keeping the fibers clean and fresh can be a challenge,” said Williams.

In addition to appearing in television, print and in-store advertising, Venus Williams will be featured prominently on the Tide plus Febreze Freshness Sport Web site at www.tide.com/Venus in a promotion that challenges consumers to design a tennis outfit for tournament play. The winning look will inspire an outfit that Williams will wear at a major tennis tournament in 2010. The contest begins Feb. 5 and will end on May 7. The official rules can be found at www.tide.com/Venus.

Beginning February 2010, Tide plus Febreze Fresh Sport will be available nationwide for the suggested retail price of $8.00 for 30 loads, $10.00 for 75 loads and $13.00 for 100 loads, respectively. Actual prices are at the sole discretion of individual retailers.

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