CLEVELAND, Ohio — Dove was the grocery brand most heavily promoted by American retailers last month, followed by Aveeno, Pantene, Coke, Nature’s Bounty, Pepsi, Suave and Kraft, according to Efficient Collaborative Retail Marketing (ECRM).
“Many retailers focus their November-December on categories related to holiday entertaining and gifts,” said Tom Pirovano, ECRM’s vice president of industry insights, in a prepared statement. “In January, we tend to see more health-oriented ads promoting HBC, diet, and exercise.”
The list of the top 100 promoted brands is based on share of print circular ad blocks weighted by retailer size. Information is provided by ECRM’s MarketGate Ad Comparisons tool.