brandSAVER Taking coupon clipping seriously

brandSAVER
Taking coupon clipping
seriously
Above
The name brandSAVER communicates coupons
and savings on popular P&G brands. Delivered
monthly each has a specific theme or
partnership.
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Reaching more than 53 million U.S. households
monthly, BrandSaver is one of the most visible
and powerful applications of the P&G brand.
01
Background
Over 251 billion coupons are delivered to
consumers each year. The bulk of them are
distributed via the Sunday paper in local markets
as Free Standing Coupon Inserts (FSCI). The
majority of P&G’s North American brands
regularly participate in multiple FSCI events each
year. In an effort to bring scale efficiency to
overall P&G coupon spending, increase and
centralize trade customer support around brand
events and to begin to more directly tie
individual brands to the P&G corporate parent,
P&G decided to create a multiple brand coupon
booklet.
Challenge
P&G asked Landor to create an engaging, welldesigned custom publication for this new scalemarketing program. The first challenge was to
create a name that would communicate the
ideas of coupons, savings and value-added to
consumers. It was important that the look and
feel be consistent with and showcase P&G’s
newly adopted corporate identity, while also
allowing participating brands an opportunity to
maintain their own equities. In addition, to help
establish an emotional connection with the
audience, P&G wanted to promote particular
themes and partnerships in each booklet.
© 2010 Landor Associates
Solution
Landor conducted extensive research to
understand the coupon-clipping consumer and
their knowledge and perceptions of the P&G
name. Retailers were researched, as their
participation in P&G events is considered critical
to the success of the program. Landor created
the name brandSAVER and developed a
distinctive look and feel that uses a real-life,
contemporary photography style that can be tied
into the theme or partnership. The program has
been and continues to be a success for P&G,
with the brandSAVER consistently delivering a
22 percent greater return than solo FSCIs.