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P&G, Alliance to Save Energy to encourage consumers to practice better laundry habits

BY Allison Cerra

CINCINNATI — Procter & Gamble has teamed up with a nonprofit to promote the environmental and energy savings benefits of washing laundry in cold water.

Through its partnership with the Alliance to Save Energy, P&G said the Alliance will work with P&G’s Future Friendly natural resource education initiative, as part of an Earth Day-focused campaign that encourages consumers to change their laundry habits. The campaign will feature a Facebook sweepstakes, pop-up events and media activities. All of the campaign elements will utilize Alliance-provided data and consumer-friendly language to illustrate the environmental benefits of cold water washing and drive consumer action, P&G said.

“We look forward to working with the Alliance to Save Energy to showcase how little acts like switching to cold water washing can create enormous benefits for the environment," P&G VP global sustainability Len Sauers said. "Convincing consumers of the benefits of these habit changes is key because there is a tremendous power in the collective actions of these households.”

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Supervalu to roll out new private-label brand to independent grocer base

BY Michael Johnsen

LAS VEGAS — Supervalu on Monday announced that its new Essential Everyday private-label brand — to include more than 2,400 products by early 2013 — now is available in select independent retail locations.

“Early results have shown that Essential Everyday is performing very well at our 1,100 Supervalu-owned stores, and we believe that our independent retailers will see a positive customer response as well," stated Leon Bergmann, president of Supervalu’s independent business.

As part of the rollout, Supervalu will replace its current brands Flavorite, RichFoods and Homelife, with products in the Essential Everyday line.

Since June 2011, Superval’s traditional retail stores have been transitioning from their banner labels to Essential Everyday in the cereal, wholesome snacks, pasta and pasta sauce categories. Supervalu has run extensive consumer testing on the Essential Everyday name and packaging which returned very positive results. In package design research, Essential Everyday outperformed other store brands on measures of purchase interest, perceived value, premium perception and overall appeal. In addition, the change provides Supervalu with a single, recognizable brand name that will help create efficiencies in advertising and marketing the products on a national and local scale.

“The addition of our independent grocers truly helps establish Essential Everyday as its own national brand, with a reach to more than 3,000 grocery stores and millions of customers every week,” Bergmann said. “Timing and execution of this transition will occur as new product rollouts are completed and in conjunction with our independent retailer’s specific store needs.”

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Febreze teams up with Macaroni Kid, Operation Gratitude

BY Allison Cerra

CINCINNATI — Febreze has partnered with Macaroni Kid and Operation Gratitude to send 60,000 Febreze Set & Refresh products to U.S. Military Service members this Valentine’s Day.

Febreze’s partnership with Macaroni Kid and Operation Gratitude is an extension of Febreze’s Breathe Happy campaign, which highlights how Febreze products can transform the air so anyone can "breathe happy."

“Valentine’s Day is a great time to show our nation’s troops and their families our appreciation by helping them breathe happy wherever they may be,” Febreze external relations manager Jeff Pierce said. “We hope that these care packages and products bring comfort to those serving overseas and encourage all Febreze fans to visit the Facebook page to participate through a virtual donation to the troops.”

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