This promotion provides Unilever, and retailers, with a unique way to promote their commitment to sustainability, while at the same time gaining the attention of consumers who are on their way to shop
Shelton, CT (PRWEB) September 1, 2009
Tomra of North America, a wholly owned subsidiary of Tomra Systems ASA (TOMRA) and leading global provider of advanced recycling solutions, and Unilever (NYSE: UL, UN), one of the world's largest consumer products companies, today announced they will offer a unique four-week promotion that will utilize TOMRA's consumer recycling machines as front-of-store advertising and couponing vehicles at supermarkets in the Los Angeles and New York metro areas. The promotion, facilitated by Paddington Advertising, a New York-based advertising agency, aims to distribute coupons for Lever 2000 soap packs to customers who return recyclable beverage containers to "reverse vending" recycling machines.
"Unilever is constantly looking for new ways to partner with our customers and reach our shoppers at or near the store. We like TOMRA's recycling machines because it can deliver a compelling offer in the shopper's hand just before they begin the shopping experience, and it links directly to a strong sustainability initiative. We expect to see strong conversion from this program," said Vince Sottosanti, Unilever's Shopper Marketing Team Lead - Personal Care.
The program, which runs throughout September, provides the only coupon distribution method that is linked to a sustainability initiative. In Los Angeles, coupons will be distributed via TOMRA's RePlanet recycling centers in the LA area, located at 73 Ralphs and Albertsons supermarkets. On the East Coast, the 100-store program will focus primarily in the metro New York City area - at A&P, Pathmark, Waldbaums, Food Emporium, SRS Shoprite and King Kullen. In southern New England, participating supermarkets include Shaws.
"This promotion provides Unilever, and retailers, with a unique way to promote their commitment to sustainability, while at the same time gaining the attention of consumers who are on their way to shop," said Warren Stoll, TOMRA's Vice President of Marketing and Business Development. "As customers deposit their used plastic, glass or aluminum beverage containers in a TOMRA reverse vending machine, the machine will print a dollar-off coupon for Unilever's Lever 2000 soap. Consumers who receive product coupons on their way into a store are more likely to use the coupon."
RVMs, which look much like conventional vending machines, are usually placed in store corridors, or in the retailer's parking lot, for consumers to quickly and easily return their glass, plastic and aluminum containers. RVMs are user friendly, sanitary and compact, and are appropriate for high-traffic areas. In addition to dispensing coupons, RVMs can also play host to billboard-quality advertising to promote a product, store, service or community initiative.
Ed Hamilton, Vice President, Paddington Advertising Associates Inc., said advertisers are reacting enthusiastically to the opportunity to reach shoppers with messages, coupons and incentives before they shop. "We are pleased and very excited by Unilever's decision to utilize Redemption Marketing as a key component in their marketing mix. As a world class CPG organization, Unilever's participation is a powerful endorsement of Redemption Marketing's capabilities."
About TOMRA of North America
Founded in 1972 and headquartered in Asker, Norway, TOMRA is a global leader in helping the world to recycle and reuse its valuable natural resources. With operations in nearly 50 countries, TOMRA provides end-to-end recycling solutions including automated recycling machines for empty beverage containers; pickup, transportation and processing services; and waste sorting and compaction equipment sales. TOMRA started operations in North America in 1985 and today represents nearly 40% of total global revenue. Tomra of North America is headquartered in Shelton, CT. For more information, visit TOMRA or call 203-447-8779.
Unilever's mission is to add vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.Each day, around the world, consumers make 160 million decisions to purchase Unilever products.
In the United States, the portfolio includes major brand icons such as: Axe, Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Klondike, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs nearly 12,000 people in both the United States and Puerto Rico - generating nearly $10 billion in sales in 2008. For more information, visit Unilever.
About Paddington Advertising Associates Inc.
Paddington was founded in 1980 and has three decades of experience developing innovative marketing solutions for companies in the retail and consumer focused arenas. From offices in Latham, New York, Paddington services have been utilized by organizations including The National Baseball Hall of Fame and Museum, Nestle USA, The Campbell Soup Company, American Pop Corn and Well's Dairy. For more information call (518) 783-7618.