Wal-Mart’s Exclusive Promotion Wins ADDY

BENTONVILLE, Ark. — A series of six videos promoting Listerine Agent Cool Blue, which ran exclusively on endcap screens of Wal-Mart Stores’ Smart Network last year, was recognized with an ADDY award yesterday by the Greater San Francisco Ad Club.

The videos demonstrated how the kids’ pre-brush tinting rinse works. The award, the first of a three-tier national competition by the American Advertising Federation, was presented to San Francisco-based Premier Retail Networks, the creator of the video segments and a supplier of digital media solutions.

Johnson & Johnson Healthcare Products Division of McNeil-PPC, makers of the brand, reintroduced it September 2008 after recalling bottles of the original formulation in 2007 due to potential health risks to people with weakened or suppressed immune systems.

PRN won a bronze award in the out-of-home/outdoor board/digital or animated category.

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