SC Johnson Cleans Up Dollar General's Holiday
As it has in previous years, SC Johnson continues to enjoy a prominent role in Dollar General's holiday marketing efforts.
Co-op activity kicked off on Sept. 30 with an email blast from Dollar General plugging Glade's holiday collection, which hit stores the same day. The line is stocked on endcap displays offering $2 off an $8 brand purchase from Sept. 24 to Dec. 26. Multiple circular features promote the incentive.
In digital activity, a home page carousel ad on dollargeneral.com plugs the holiday collection, linking to a mobile-optimized brand page hosting $5.50 worth of digital coupons valid through Jan. 4.
SC Johnson's annual "Happy Thanksgathering" campaign also received special attention with features in the digital versions of Dollar General's Nov. 5 and 19 circulars linking to a page of $12 worth of digital coupons for the manufacturer's products.
SC Johnson wasn't the only CPG manufacturer to stand out at the dollar store chain. PepsiCo/Frito-Lay used a feature in the digital version of the retailer's Nov. 5 circular to plug a holiday rewards program. Shoppers who purchased a SKU from brands including Cheetos, Tostitos, Mountain Dew and Schweppes from Sept. 25 to Nov. 19 received a receipt code redeemable at the co-op dgrewards.com website for one point. Shoppers who earned four points received one of four "Winter Wonderland Village" figurines.
In other seasonal activity, Dollar General ran a "Pre-Holiday Savings Event" from Nov. 19-22. Window signs promoted the sale, which offered $5 off the purchase of two third-party gifts cards and deals on products from brands including private label Clover Valley, Mattel's Hot Wheels and Coca-Cola Co.'s Sprite. Features in the retailer's Nov. 19 circular, a home page carousel ad and multiple emails supported. The retailer opened from 7 a.m. to 10 p.m. on Thanksgiving Day, offering another batch of deals from Nov. 23-25 including "BOGO 75% off" toys, "buy two get one free" Glade wax melts and candles, and BOGOs on Nestle-Purina's Beggin'.
Dollar General released its annual "Toy Book" on Oct. 15, two-weeks earlier than last year. The 24-page guide offers deals on brands including Hallmark Cards' Crayola, Hasbro's Nerf and Toy State Industrial's Road Rippers and dangles 25% off a $75 category purchase through Dec. 24. Shelf signs in the toy aisle and a home page carousel ad promote the discount.