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    Unilever, Tomra Launch Front-of-Store Recycling Promo

    CPG supplier Unilever has teamed up with Tomra Systems, a global provider of advanced recycling solutions, in a unique four-week promotion that will employ Shelton, Conn.-based Tomra’s consumer recycling machines as front-of-store advertising and couponing vehicles in supermarkets in the Los Angeles and New York metro areas.

    CPG supplier Unilever has teamed up with Tomra Systems, a global provider of advanced recycling solutions, in a unique four-week promotion that will employ Shelton, Conn.-based Tomra’s consumer recycling machines as front-of-store advertising and couponing vehicles in 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,” said Vince Sottosanti, the Englewood Cliffs, N.J.-based company’s shopper marketing team lead - personal care. “We like Tomra’s recycling machines because they 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.”

    The program runs throughout September. In Los Angeles, coupons will be distributed via Tomra’s RePlanet recycling centers in 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, Waldbaum’s, The Food Emporium, ShopRite and King Kullen stores, and Shaw’s in New England.

    “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 VP 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.”

    Reverse-vending machines allow consumers to quickly and easily return their glass, plastic and aluminum containers. In addition to dispensing coupons, RVMs can also play host to billboard-quality advertising to promote a product, store, service or community initiative.

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