Five American package-goods manufacturers have turned to Cellfire to increase their coupon redemption rates. Procter & Gamble, Clorox, Del Monte, General Mills and Kimberly-Clark are to use mobile coupons to target the 25 to 34 year old generation.

The move will take place in partnership with Kroger, who will promote the program with in-store marketing.

“Promotions still work — the problem is finding where we need to talk to them in a relevant way,” said Irma Tavilian, baby-care and childcare consumer promotional marketing team leader at Kimberly-Clark. “The whole industry is trying to figure out these channels.”

Karl Schmidt, director-promotional marketing for General Mills, said the program has the added bonus of having some green value in eliminating the cost of paper, printing and shipping.

Does that mean the FSI will go away? “Hard to say,” said Matt Kemme, P&G’s brand manager-grocery products.

Last year MobiAD covered Cellfire’s campaign with Virgin Megastore, to read about it and find out how Cellfire works click here.