P&G ‘pops up’ in New York with interactive store
NEW YORK —In an effort to drive awareness and product trials, Procter & Gamble brought to New York in late October an interactive pop-up store, highlighting such brands as Tide, Crest and Olay.
The store, which was open to the public from Oct. 22 to 31 and located at 101 West 57th St. near Sixth Avenue, was part of P&G’s multipronged “Have You Tried This Yet?” campaign.
When browsing the pop-up store, consumers found a variety of interactive stations, including but not limited to:
Astation where consumers could learn about the benefits of using the Bounce Dryer Bar and Tide Stain Release In-Wash Booster;
ACrest 3D White station where they could see the computer-generated before-and-after photos when using the Crest 3D White teeth-whitening system; and
Askin care station where consumers could test the luminosity of their skin and discover the benefits of Olay Regenerist Micro-Sculpting serum.
There also were several computers located in the store so consumers could sign up to receive samples, coupons and product reviews via PGtryit.com, as well as visit the eStore, which sells P&G brands.
Giving rise to the pop-up store and the overarching “Have You Tried This Yet?” campaign is the fact many women say they feel overwhelmed when shopping for family essentials, and the recognition that manufacturers need to do more marketing after the first six months of a product launch. This is why the 18 products featured in the overall campaign are those that have launched within the past 16 to 18 months.
Stater Bros. kicks off Harvesting Hope campaign
SAN BERNARDINO, Calif. A Southern California-based supermarket chain is assisting with hunger relief throughout November and December.
Stater Bros., in conjunction with its charitable arm, Stater Bros. Charities, will host its Harvesting Hope campaign. The retailer said it is collecting nonperishable food items for struggling families and accepting additional cash donations in all 167 Stater Bros. stores. The stores also are offering customers the opportunity to purchase $10 Harvesting Hope scannable donation cards.
Each year, Stater Bros. contributes more than $15 million to assist those in need, with an emphasis on worthy programs that benefit hunger relief, health and nutrition, education and animal shelters. Stater Bros. also annually donates more than 3 million lbs of food and products to the local food banks.
Whoopee! American Greetings brings the laughs
CLEVELAND Jokers will be sure to embrace the latest laugh-out-loud card line from American Greetings.
The greeting card company announced its first-ever whoopee-cushion greeting card line, called "It’s a Gas!" Each card in the collection is an actual whoopee cushion that can be signed and sent in an accompanying envelope.
"Consumers often tell us that surprising friends and family with the greeting cards they choose is the best part of the experience, so we are always looking for ways to introduce unexpected ideas," said Mary McClain, creative director of new product concepts at American Greetings. "With ‘It’s a Gas!,’ we have a really fun format that is silly and unique and sure to put a big smile on anyone’s face, which is what we strive for in every card we create."