SC JOHNSON SAVING FOR SCHOOL
By Adnews Staff
SC Johnson of Brantford, Ontario is getting ready for the back-to-school season with the launch of its third annual national Registered Education Savings Plan (RESP) scholarship promotion, called "Because We Care For Kids". The consumer product company known for brands such as Pledge, Glade, Windex, Raid, OFF!, Ziplock, Fantasik and Shout, is teaming up with major retailers and supermarket chains such as Wal-mart, Zellers, Safeway, A&P, Dominion and Sobey's across Canada, offering Canadian families a chance to win one of ten RESP scholarships valued at $20,000. The scholarship promotion, running from September to the beginning of October, is being supported with a marketing and public relations campaign with a focus on local and regional media coverage at the store level. Info-shelf and point-of-sale materials as well as a contest website are also part of the promotion. Local advertising is being planned through community newspapers and radio stations across Canada. According to SC Johnson, the "Because We Care For Kids" promotion allows participating retailers to link traffic-generating promotions for common household cleaning products with concern for the rising costs of education. Advertising for the scholarship promotion is being done by Armstrong Partnerships of Toronto. PR for SC Johnson is being handled by Rapp Collins Communicade of Toronto.