Clip and Rave
Colgate’s Total toothpaste, Clorox’s Formula 409, and Dreyer’s Homemade Ice Cream were the first three brands to be inducted into the Free-Standing Insert Council’s Brand-Building Hall of Fame.
The Glenview, IL-based organization created the honor to recognize brand marketers who effectively capitalize on FSIs in three broad product categories: health and beauty care, household products, and food and beverage.
In making Total toothpaste its first HBC Hall of Famer, the FSI Council lauded the brand for creative that was consistent with its TV and print advertising and that clearly communicated product benefits.
“In its first months on the shelves, with major FSI coupon support behind it, Total became the best-selling toothpaste in the country,” said Jack Haber, vp-gm of Colgate-Palmolive’s U.S. Oral Care unit. “The brand has taken Colgate to market leadership for the first time in generations, and we’re convinced that FSI coupons are a key part of that success.”
A scratch-and-sniff FSI introducing two new scents landed Formula 409 glass and surface cleaner in the Hall’s household products wing. “This FSI, an important element of our marketing plan, was designed with attention to key tactical details,” said Clorox marketing manager Don Marek. “We needed to catch consumer attention, provide a sample of the scents, and picture the product’s benefits – sparkling, shiny surfaces. We chose a full-page FSI because of the complexity of the message. And we chose to offer a dollar off for impact.”
Dreyer’s Homemade Ice Cream won plaudits in the food and beverage category for the simple yet eye-catching and emotive qualities of its creative. “FSIs are a core element of our marketing initiatives,” said Dreyer’s senior marketing manager David Ritterbush. “As we continue to refine our approach, the results just keep getting better.”
Receiving honorable mentions in the judging were:
* Ocean Spray for taking advantage of the pure advertising value of FSIs in an insert tied to its Refreshingly Funny Monday Sweepstakes with NBC-TV.
* Ateeco for a Mrs. T’s Pierogies FSI that grabbed big response with a new recipe.
* SmithKline Beecham for partnering with the American Cancer Society’s Great American Smokeout to promote Nicorette and Nicoderm smoking cessation aids.
* Almay, which was praised for a One Coat Mascara insert’s linkage with its overall ad effort.
* First Brands Corp. for outstanding FSI creative used to launch GladWare.
Judges in the first FSI Hall of Fame competition included Newspaper Association of America marketing chief Gina Gonzalez, Dartmouth College marketing professor Kevin Keller, and Frito-Lay coupon manager Trina McFarling.
The FSI Council was founded in 1997 to educate marketers, retailers, and consumers about the value of free-standing inserts. Founding members include Valassis Communications, News America Marketing, CMS, Inc., NCH/NuWorld Marketing Ltd., and Wallace Marx & Associates.
