CENTER STORE

Downy extends partnership with Quilts for Kids Inc.

BY Allison Cerra

CINCINNATI In celebration of its 50th year, Downy fabric softener has launched a new specially marked bottle, with five cents from every purchase helping to provide comforting quilts to hospitalized children.

In January 2009, Downy partnered with Quilts for Kids Inc. and award-winning actress and star of “Grey’s Anatomy,” Chandra Wilson, to launch the Downy Touch of Comfort Program –– the brand’s first large-scale cause marketing program. Last year, Downy delivered thousands of quilts to hospitalized children nationwide, bringing them each a small, but meaningful, “touch of comfort.” Now, Downy is elevating the program by pledging to deliver 10,000 more quilts to children.

“Over the past 50 years, Downy has helped bring comfort into the homes of many families,” said Mary Pochobradsky, Downy marketing director. “With the introduction of our Downy Touch of Comfort Program last year, we found a way to help bring the comforts of home to hospitalized children; now we’re excited to extend the reach and impact even further by donating five cents from each specially marked bottle purchased by consumers to Quilts for Kids.”

The program will be supported with a full-scale integrated marketing campaign that includes public relations, digital, advertising and in-store efforts that launch this month.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

CENTER STORE

Wonka to debut new ‘exceptional’ line of candy

BY Allison Cerra

GLENDALE, Calif. Wonka is unveiling its all new premium line of candies called Wonka Exceptionals.

The collection includes three varieties, each available in full-sized tablet bars and bags of individually wrapped miniature candies.

New products include Wonka Scrumdiddlyumptious chocolate bar and Chocolate Waterfall bar, names that come from the 1971 film, “Willy Wonka and the Chocolate Factory.”

“With images of a chocolate factory, chocolate bars and even a chocolate river in mind, the world has long identified Wonka with chocolate,” said Tricia Bowles, spokesperson, Nestle confections and snacks. “Now Wonka is delivering on the fantasy, whimsy and familiarity of the Wonka legend, which still resonates with the young and young-at-heart. America is about to experience the wondrous, one-of-a-kind world of Wonka chocolate.”

Also joining Wonka’s new premium line of Wonka Exceptionals is new Wonka Fruit Jellies and Wonka Fruit Marvels. Made like nothing ever seen, the famous candy maker has created cheery, fruity morsels made with natural ingredients, no artificial colors and 25% real fruit juice.

Wonka chocolates will debut in stores nationwide beginning March 1 with a suggested retail price of $2.39 for each 3.5 oz. tablet bar and $4.29 for each 8.5 oz.-9.5 oz. bag of minis. Wonka Fruit Jellies and Fruit Marvels will be available exclusively nationwide at Walmart stores beginning in April and Target stores beginning in June for a suggested retail price of $2.99 for each 5 oz. box, and $1.99 for each 1.9 oz. tin (Fruit Marvels only).

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

CENTER STORE

Dr. Siegal’s Cookie Diet products to be sold at Walgreens

BY Allison Cerra

McLEAN, Va. Dr. Siegal’s Cookie Diet is rolling out its products to more than 7,000 Walgreens stores throughout the United States.

The decision to make the company’s products available at all Walgreens stores follows successful test marketing on Walgreens.com and at over 200 Walgreens stores from coast-to-coast.

“We couldn’t be more pleased with the success our products have enjoyed at hundreds of Walgreens stores during the past few months and we’re confident that they’ll perform well chainwide,” said Matthew Siegal, president and CEO of Dr. Siegal’s Direct Nutritionals. “When they finish arriving at more than 7,000 Walgreens stores over the next few weeks, Dr. Siegal’s Cookie Diet products will be available at nearly 10,000 retail outlets.”

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES