Shopper Marketing - August 2017 - 117
Edgewell Personal Care and Walgreens
used the lure of summer fun for an eightweek sun-care promotion. They presented
"fun" as a trip to Universal Orlando Resort
and "done" as buying and applying Banana
Boat and Hawaiian Tropic sunscreens.
The centerpiece of the promotion was a
sweepstakes running April 30 through
June 24 that awarded a grand-prize trip
for four to Orlando, Florida, plus admission
to three Universal theme parks over three
days. Shoppers who purchased one eligible
Banana Boat or Hawaiian Tropic product
received an entry code (via Catalina's
checkout system) to be entered on an
Edgewell promotional website.
An account-specific pallet display from Hostess
Brands - a regular player in Walmart's seasonal
campaigns - spotlighted exclusive cotton candy
Twinkies as available "only at Walmart."
AUGUST 2017 SHOPPER MARKETING y