E N D - TO - E N D S T R AT E G I E S F O R D R I V I N G C O N S U M E R D E M A N D
SHOPPER AWARDS SHOWCASE Campaigns from Diageo lead a stellar group of Reggie, Effie case studies
INSIDE PEOPLE TO WATCH:
11 MAKING NAMES FOR THEMSELVES
NEW PRODUCT INTROS
STORE SPOTLIGHT: BEST BUY
SHOPPER MARKETING AGENCIES
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“The global economy is dynamic and tumultuous. But, there is always an opportunity to innovate, collaborate, and delight today’s shoppers.” — TANNER VAN DUSEN, CHIEF INNOVATION OFFICER, ENSEMBLEIQ
THE FUTURE TAKES FOCUS
Unexpected market forces rapidly change the way we build trust in our brands. It’s time to join the only community that connects thousands of professionals to insight and influence essential for solving business problems and driving growth into the future. The time to align with Path to Purchase IQ is NOW.
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Contents E N D -TO - E N D ST R AT E G I E S F O R D R I V I N G C O NS U M E R D E M A N D
Mattel’s Alicia Crespin
We showcase 29 campaigns that received recognition from the 2020 Reggie Awards and the 2020 Effie Awards programs.
THE 2020 GUIDE TO
SHOPPER MARKETING AGENCIES
People to Watch
This year’s class features 11 individuals nominated by their respective companies’ representatives in the Path to Purchase Institute’s League of Leaders.
A publication of
Featuring company profiles from: Blue Chip • Colangelo • Collaborative Marketing Group • Edge Marketing HMT Associates Inc. • IN Connected Marketing • Mosaic North America Phoenix Creative Co. • Propac • The Mars Agency • Upshot
Shopper Marketing Agencies
Our latest Solutions Guide shines the spotlight on 11 agencies helping to guide the industry forward.
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VO LU M E 33 | ISS U E 9
September 2020 NEWS
Editor’s Note: Something to Shake a Stick At
P2PI Member Spotlight:
New Product Introductions
P2P Toolkit Store Spotlight:
8 Going Digital at Kroger
Solution Provider News
Personnel Appointments/ Editorial Index
Conagra Brands was preparing a campaign meant to provide meal solutions when the pandemic hit the U.S. and changed everything.
10 Shelf Reset Back on Track
Zatarain’s Andouille and Cajun smoked sausage hit the shelves at Kroger this summer as part of a merchandising reset that was delayed due to COVID-19.
82 Retail Intel: Growing in Pride
Marketing inclusive of the LGBTQ+ community is becoming standard practice, with more brands joining the movement and diversifying their inventory.
Path to Purchase IQ (USPS 4568, ISSN 2688-4984 ) is published 12 times a year, by EnsembleIQ, 8550 W. Bryn Mawr Ave., Ste. 200, Chicago, IL 60631. Subscription rate for the U.S.: $125 one year; $230 two year; $14 single issue copy (pre- paid only); Canada and Mexico: $150 one year; $270 two year; $16 single issue copy (pre- paid only);Foreign: $170 one year; $325 two year; $16 single issue copy (pre- paid only). Periodical postage paid at Chicago, IL 60631 Copyright 2020 by EnsembleIQ. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or information storage and retrieval system, without permission in writing from the publisher. Reprints, permissions and licensing, please contact Wright’s Media at firstname.lastname@example.org or (877) 652-5295. POSTMASTER: send address changes to Path to Purchase IQ, 8550 W. Bryn Mawr Ave. Ste. 200, Chicago, IL 60631.
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NOVEMBER 2020 ISSUE CLOSES ON OCTOBER 2 An oﬃcial publication of
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Editor-in-Chief Peter Breen, firstname.lastname@example.org
Something to Shake a Stick At PETER BREEN, EDITOR-IN-CHIEF
No one has ever accused me of having sophisticated tastes. Neither has anyone ever mistaken me for an intellectual. Therefore, I am not at all embarrassed to declare that I think the idea of using Dentastix dog chews as selfie sticks so that pet owners can get their pooches to look at the camera during photo ops is nothing short of brilliant. That was the fabulously simply (simply fabulous?) concept behind a campaign from Mars Petcare’s Pedigree and BBDO New York that we cover on page 58 as part of our most extensive “Awards Showcase” ever – a look at 29 shopper marketing programs that earned recognition earlier this year through two industry awards programs: The Association of National Advertisers’ Reggies and Effie Worldwide’s eponymous Commerce & Shopper Effies. Another brilliantly simple (and simply brilliant) idea that we examine was the “Whopper Detour,” in which Burger King and FCB/RED used location-based tools to divert the attention of consumers in or near a McDonald’s by offering them a Whopper for 1 cent. And here’s another: Goodyear transporting tire installation into the shopper-friendly 21st century through new services that save consumers from sniffing rubber at the tire center all afternoon. I could go on, but it might just be easier to let you proceed on to page 24 and find your own inspirational favorites. There are plenty from which to choose. Before I do, though, I want to thank all of the brand and agency folks who helped us pull the showcase together by providing
information – and also to mention that Path to Purchase Institute members have access to additional content related to these case studies on P2PI.org, as well as to an extensive library of case studies describing past award winners from a variety of industry initiatives. That includes roughly 75 past Effie standouts since 2012 and hundreds of winners from our very own Design of the Times competition. (Incidentally, we’ll be announcing the 2020 DOT winners during a virtual celebration on Oct. 7, with help from our sponsors at Great Northern Instore and Sellcheck. More on that next month, when we’ll be announcing this year’s finalists.) While I’m feeling grateful, I’d also like to thank the members of the Institute’s League of Leaders who recommended that we interview the very worthy up-and-coming colleagues profiled in our annual “People to Watch” feature on page 13. This year’s crop of honorees – from Coca-Cola, Mattel, SC Johnson, Intel and seven other product manufacturers – seem especially savvy and particularly equipped to help lead their organizations into the future. Why? Maybe it’s because, as young professionals (all are under 36), they’re already living the omnichannel consumer lifestyle our industry is working so hard to keep pace with. For someone like me, who also hasn’t been mistaken for youthful in at least a couple decades now (and whose career does, in fact, predate the Internet), these future leaders offer some enlightening perspectives on where we need to go. I, for one, am ready to follow.
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COVID-19 Has Conagra Going Digital at Kroger BY S A M A N T H A N E L S O N
Conagra Brands was preparing a campaign meant to provide meal solutions to Kroger shoppers when the COVID-19 pandemic hit the U.S. and changed everything. “COVID-19 certainly impacted what we were planning on doing,” Bob Waibel, Conagra senior director, shopper marketing, said in a July 9 Path to Purchase Institute virtual roundtable. “All in-store marketing was either postponed or cancelled, including sampling and signage. Our focus became entirely digital. This allowed us to engage with the shoppers with a custom recipe how-to video.” The manufacturer had intended to stage in-store recipe preparation and sampling for grilled chicken tacos using products from Conagra’s Birds Eye Steamfresh, Ro-Tel and PAM, as well as a cauliflower rice and chicken burrito bowl made with Birds Eye and Gardein items. The sampling stations would also have delivered recipes and coupons. “It was fairly straightforward,” Waibel said. “Expand relevance and use cases for our brands by showing how they can be incorporated into really simple, easy to make recipes and meal solutions.” As the pandemic led shoppers to rush to stores for big stock-up trips, Kroger wanted to minimize in-store activity to allow employees to focus on meeting shopper needs. A second CPG that was
initially going to partner with Conagra for the taco recipe had to pull all shopper funding due to supply issues related the crisis, forcing Conagra to quickly switch to Kroger-branded products instead. Money that Conagra had intended to spend on the sampling events was reallocated to digital support. Conagra spent 75% of its budget with Kroger Precision Marketing (KPM) on display ads, Pinterest ads and a Kroger.com landing page. The other 25% was spent with RichContext, which produced shoppable Facebook and Instagram ads. “It’s not enough just to make shoppers aware that they can buy our products at Kroger,” Waibel said. “We need to make it
as easy as we can for them to add those items to their carts. We want it to be as frictionless as it can be.” The program was conducted in flights from April through June, kicking off on April 10 with targeted banner ads running on websites such as Delish.com and RealSimple.com. The ads spotlighted the plant-based burrito bowl and linked to the Kroger.com landing page. Conagra used KPM data to avoid waste and duplication when targeting prospective buyers. “We want to make sure that our brands are showing up and standing out when consumers are signaling that they have an interest,” Waibel said. “Being able to show up on these offsite platforms was important.” The landing page hosted a cooking video produced by The Mars Agency, a text-based recipe and an ingredient list with add-tocart capability. The landing page switched over to the taco recipe on April 28. The Mars Agency had closed its office before scheduling the second photoshoot, but the team made do with minimal staff and handled video production remotely to ensure employee safety. Before the COVID-19 lockdowns, Conagra had contracted to have stanchion signs outfitted with recipe tearpads promoting the campaign in stores, and these appeared on May 24 as restrictions began to lift, running through June 20. Despite the disruptions, the campaign was a significant success. Sales increased 13.5% during the promotional period, and RichContext’s paid Facebook and Instagram ads had a 3% clickthrough rate. The campaign likely benefited from an increased interest in meal solutions since most consumers were stuck at home. “Especially in this time, with the circumstances over the past few months, this really has proven to be exceptionally relevant given the environment we’ve been living in,” Waibel said. IQ
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JOIN US FOR A NEW WEBINAR SERIES
UN DE RSTAND I NG TODAY ’S S HO P P E R TO DRI V E TOMORROW’S SU CC E SS
M A R K YO U R C A L E N DA R S ON DEMAND | The Future Role of In-Store Displays
In this ongoing series of virtual experiences, the Path to Purchase Institute will join with thought leaders throughout the omnicommerce industry to examine the most effective ways for brands and retailers to adapt to the evolving nature of retail and capitalize on changes in shopper behavior. This unique series will drill down into the speciﬁc areas of shopper engagement that are undergoing the greatest amount of change.
P O W E R E D
SEPT 29 | New Strategies for Product Sampling OCT 27 | New Strategies for Driving Impulse Purchase DEC 10 | Agile Promotional Planning Note: Topics are subject to change
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Path to Purchase Now
Zatarain’s Sausage Hits Kroger After Delays BY S A M A N T H A N E L S O N
Zatarain’s Andouille and Cajun smoked sausage from Bar-S Foods hit the shelves at more than 2,000 Kroger stores in July and August. The release was part of the retailer’s merchandising reset, which was originally scheduled for February and March but was delayed due to the COVID-19 pandemic. “A lot of retailers cancelled their resets because a lot of people weren’t going into the office so they were less receptive to changing a lot of things,” says Bar-S Foods marketing director Jeff Gaunt. “But Kroger opted to still do it; they just delayed it a few months.” While the brand was ready to ship the products to Kroger, it instead distributed them to existing customers as demand for the entire category surged due to the pandemic. “Packaged meat sales are up tremendously this year because of everybody eating at home more,” Gaunt says. “We were trying to meet the much higher demand. We had a lot on our plate anyway, so we were able to take a few more months to get ready for Kroger. It didn’t negatively impact us at all.” Gaunt says he’s employing a threepronged launch strategy focused on generating awareness, getting the brand on lists, and getting it in baskets. “We’re going to be using a lot of data and social media to let people who’ve been buying the Zatarain’s rice mixes for years know that now you can actually buy Zatarain’s sausage to go in your jambalaya or gumbo,” he says. The brand is working with Kroger Precision Marketing on awareness building through social media posts and digital
Understanding Today’s Shopper to Drive Tomorrow’s Success
ads on the retailer’s banner websites. The ad campaign kicked off in August, followed by digital coupons and ads in Kroger’s targeted mailers. The in-store promotion plan included shelf tags that directed shoppers in the rice aisle to complementary products in the refrigerated meat section. “We’re working hard to partner with the Zatarain’s rice mix team to see what we can do to share promotions and programs,” Gaunt says. “For us, the big thing is we sell millions and millions of these jambalaya, gumbo and red beans and rice mixes, and a lot of these boxes on the back say buy a pound of sausage or chicken to make the dishes. We’ve got this group of people who love Cajun food, they love Zatarain’s, and we want to make sure people are aware that there is a Zatarain’s
sausage that’s perfectly designed to complement the rice mix.” Created through a license with brand owner McCormick & Co., the Zatarain’s sausages first launched at the end of 2018 in regional grocers such as Rouses Markets, which is based near the brand’s Louisiana headquarters. “It sold really well,” Gaunt says. “A lot of new products don’t make it. When you get it into the stores and it starts exceeding expectations pretty early, you have a good feeling that you’re onto something that can be a lasting new product.” The brand expanded to Ahold Delhaize’s Food Lion and then received a six-month rotation at Sam’s Club. It performed so well there that the Walmartowned warehouse club decided to keep stocking it. Those success stories helped convince Kroger to add the sausages to its product assortment. Gaunt says he’s seen interest from other major retailers that wound up canceling their resets for this year, so he predicts that the brand will continue to spread across the U.S. in 2021. IQ
The coronavirus pandemic has dramatically altered the retail landscape in numerous ways that continue to challenge brand marketers struggling to deal with the present and plan for the future. The Institute’s Path to Purchase Now webinar series addresses some of the critical ways brands and retailers must rethink existing strategies to meet changing shopper behavior. New Strategies for Driving Impulse Purchase Oct. 27 Agile Promotional Planning Dec. 10 (See page 9 for more information) Sponsored by
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collaborative conferences have been extremely useful to keep track of the rapidly evolving changes and how consumers are reacting. We also love reading about innovation in other industries, categories and merchandising. This subscription has really helped spark new ideas to help make our consumer experience even better.
What are your predictions for the future of marketing, and how will your company navigate that future?
Valvoline Inc. is a worldwide marketer and supplier of premium branded lubricants and automotive services, with sales in more than 140 countries. Established in 1866, the company’s heritage spans more than 150 years, during which time it has developed significant brand recognition across multiple product and service channels. Path to Purchase IQ managing editor Charlie Menchaca recently asked Tammie Hart, director, category management at Valvoline, a few questions.
Tell us about a recent campaign or program that you’ve conducted. HART: Valvoline launched “The Original Motor Oil” campaign this year, proclaiming our status as the petroleum industry’s first U.S. trademarked motor oil. In the U.S., the campaign features a modern interpretation of the brand’s most recognized logo from the late 1960s and early 1970s – a highwater mark of American automotive culture. The campaign also honors the longstanding innovation of the company throughout its rich history. Touting the
world’s first racing, first synthetic blend and first high mileage motor oils, Valvoline has consistently shown its focus on innovating and reinventing motor oil for evolving automotive technology and consumers alike. The integrated campaign launched across connected TV, social media and digital ads, and was highlighted as NASCAR driver Alex Bowman’s primary paint scheme during the GEICO 500 at the Talladega Superspeedway. The campaign also featured key branded content delivered through Valvoline’s influencers and was extended to in-store signage and displays for a consistent consumer journey. We are excited about the initial results of the campaign and, like the slogan, we will continue striving to be an “original.”
How does your company use its P2PI membership resources? HART: The Valvoline team has been using our P2PI membership to stay up to date on current market trends and consumer behaviors. Since COVID-19 started, the highly relevant information available on the website coupled with the online
HART: The future for marketing is very exciting. There are so many opportunities to better understand and engage the consumer in a more personal and targeted way. The platforms will continue to evolve to meet the consumers when, where and how they want to purchase. Marketers can differentiate their brands in a new way. They can provide content and incentives to help consumers make the best choice. Valvoline makes investments to better understand consumer behavior and changing automotive trends for our products, supply chain, merchandising, incentives and communication to ensure we exceed consumer and retailer expectations. IQ
MEMBER UPDATE Path to Purchase Institute is delighted to welcome new and returning members to our community: American Greetings, Dole Food Co., east|west Marketing Group, Frontline Marketing, Inmar, KAO, Mars Wrigley, MolsonCoors, Nestle Waters, Perfetti Van Melle USA, Retail Aware, Tillamook Cheese, Saputo Cheese and Zespri International. Join the hundreds of companies that benefit from P2PI every day with strategies and best practices on succeeding in today’s chaotic omnicommerce environment. For more information, contact Katrina Lopez at email@example.com.
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PEOPLE to WATCH
Our annual spotlight shines on 11 individuals this year. Nominated by their respective companiesâ&#x20AC;&#x2122; representatives in the Path to Purchase Instituteâ&#x20AC;&#x2122;s League of Leaders, these rising stars are making names for themselves by doing work for their brands that is driving success. BY E R I K A F LY N N
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PEOPLE TO WATCH Alicia Crespin began her professional career while still in college, working at a boutique out-of-home ad buying agency and gaining experience on everything from planning to the execution phase. The diversity of campaign management, from a vodka company to a nonprofit, was not only fun, she says, but made her daily life very dynamic. “I had to switch my style and approach for each, and I loved that challenge.” In 2011, after working for five years at that boutique shop (three of which came post-graduation), she wanted a change and accepted a customer marketing analyst position at Mattel, focusing on the Target account. “I immediately had this flashback of playing with Barbies when I was a girl, and I truly felt like I was fulfilling a dream.” Crespin has stayed in customer marketing – “it’s my niche,” she says – and today serves as a senior customer marketing manager. “I love that one hour I’m building strategic decks and the next I’m doing a costing analysis for Cyber Week.” Her work consists of defining Mattel’s omnichannel strategies for Target and helping her team to build a plan against them. “One half of that is focused on analytics – using data and insights to build stories for Target to secure incremental assets – and the other half is focused on driving visibilities of these strategies internally to secure those stories,” she says. One of Target’s key strategies is diversity and inclusivity, so her team worked with the Barbie brand team to secure exclusive products and role models to support that initiative. Driving visibility internally in terms of why Mattel needs robust, exclusive programs at Target is a key focus, Crespin says. “We need compelling, differentiated programs that consumers can’t find at Walmart or Amazon,” she says. In 2019, the company was selected as “Vendor of the Year for Toy” at Target, confirming the reward that comes with driving Her team now operates within a true omnichannel structure, programs that align to the retailer’s strategies. “It was a team following Target’s similar move about two years effort – from forecasting to sales to customer marketing. ago. It was the way to go then, and in light We were aligned on the goals and executed top of the consumer behavior shifts that have notch.” ALICIA CRESPIN taken place over the past several months Crespin points to individuals who have during COVID-19, it is even more critical had a lasting effect on her career thus far. Company: Mattel now. “Digital penetration is growing so Lisa Martin, her hiring manager when she Title: Senior Manager, substantially, and consumer behavior is joined Mattel, was an inspiring mentor. “I Customer Marketing changing rapidly,” she says. “We’ve been was hired as an entry-level analyst as our Age: 34 working with our Amazon counterparts to company was starting to dip its toes in understand what works and what doesn’t, analytics,” she says. “I got to build what Education: and just absorbing and learning to be a that meant, and she helped shape that. She California State University true omnichannel team.” molded me, taught me how to manage up, of Fullerton To be sure, even in the toy industry, and put me in amazing positions to present to (bachelor’s, business; Crespin and her team see the immediate need senior-level executives.” focus on finance) to continue elevating the in-store experience Her current manager, Pam Velarde, has given to ensure Mattel is bringing the ideas and testing Crespin the confidence and autonomy to do her job initiatives that lead to that omnichannel experience. “The best well. “She’s taught me how to be a people manager, which has thing we can do is listen to the guests, continuously do shopper been the most impactful part in my life and given me experiences studies and ensure we’re evolving based on their needs, in that have upped my game, brought forth strategic thinking and partnership with our retailers.” also opened me to [being] the manager I would aspire to be.”
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PEOPLE TO WATCH daunting. But a summer internship helped her land her first job with Regis Corp., working in its franchise division. She worked with franchisees of all sizes, focusing on building their merchandising strategies and educational events. “It was in that role that I realized I really enjoyed working with brands and helping franchise owners build their business,” she says. From there she moved to General Mills, with a growing passion to work on big brands. Bailey admits she had no idea what shopper marketing was at the time. “It was there that I discovered my career calling.” As a steward of both brands and the retailer with responsibility for making it all work together within marketing – along with the fact that everything is evolving so quickly – she was energized by the excitement of it all. But ultimately looking to return to her home state of Minnesota after spending three years with General Mills in Philadelphia supporting the East Coast grocery channel, she moved over to SC Johnson. As SC Johnson’s omnichannel shopper marketing manager overseeing Target, the role she assumed in April 2018, Bailey is responsible for bringing the company’s brands to life at retail via a shopper-first mindset while also ensuring the work is translated appropriately to the Target guest. She works hand-inhand with Roundel, Target’s in-house media agency, to tie the retailer’s category and guest insights together to build robust conversion-driving media campaigns that benefit both SCJ brands and their broader categories. “When I started in shopper marketing, it was fairly focused on in-store awareness tactics, traditional media, print, couponing and a little digital,” she recalls. “Digital was somewhat of a backburner tactic that I would include in campaigns, but it was not the center of omnichannel like it is today.” What was once a very tactical marketing expertise has become a lot more strategic. “My job has changed a lot, from the mindset of executing digital campaigns with Target first-party data and proving a good ROI, to continuing to do Karsin Bailey has always liked to plan ahead, and that but [now] getting more personal with the while the path to where she is now wasn’t clear Target guest and amplifying all the different from the start, she believes she found her way KARSIN BAILEY channels that [the retailer] provides to its to shopper marketing because it’s a discipline Company: SC Johnson guests.” in which planning is essential. Experiences Title: Omnichannel Shopper Bailey has made it a personal goal in her career have shaped her passion for Marketing Manager to take the time to establish authentic the work she does today, but whether relationships with the people she works in merchandising, sales or now shopper Age: 35 with, be it leaders, retailers, vendors marketing, planning has been a constant Education: St. Cloud State or peers. “I genuinely believe that a thread in her roles. University – Herberger Business relationship can be the difference between “I have the ability and opportunity to plan School (bachelor’s, marketing; winning and losing,” she says. not only with the brand teams, but also with minor in business Mary Bohannon, senior customer manager the retail channels, both of which I support,” she management) at General Mills, and Amy Boyer, now chief says. “It’s been a big planning, full-circle moment commercial officer at plant-based food maker Aloha, for me over the past few years.” both of whom she worked with at General Mills, were Bailey graduated from college in December 2009, at the instrumental influencers in her career. low point of the recession, and admits that finding a job seemed
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PEOPLE TO WATCH Whitney Arthur likes to approach her work with an investigative lens. Her journalism background taught her to not only ask the right questions but be able to express the resulting ideas creatively. It also didn’t hurt that she studied at the University of Arkansas, which is “right in Walmart’s backyard,” she says. Her schooling translated to how she approaches problems or situations and even to how she develops shopper marketing plans. “If you don’t ask the questions, you’ll never understand the implications of your work,” she adds. As director of shopper marketing for the Walmart team at Coca-Cola, Arthur oversees implementing strategic plans for the total WHITNEY ARTHUR sparkling (SSD) portfolio Company: The Coca-Cola Co. of Coca-Cola brands at Title: Director, the retailer. She and her Shopper Marketing – Walmart Team team leverage national strategy and direction Age: 32 to create unique, insightEducation: University of Arkansas driven, shopper-focused (bachelor’s, journalism: programming aimed at advertising and driving sales. public relations) Arthur is well-versed in the Walmart ecosystem and has led Coca-Cola’s connected commerce work with pickup and delivery and in-store programming. She says the goal in these efforts is to win with shoppers, anywhere they see Coke brands. “We must show up in the right places, spaces and times with a relevant message to the Walmart shopper to drive demand and sales through the integration of planning, measurement and partnerships,” she says. “It’s connected all the way across the world-class marketing organization that is Coke.” In other words, speaking in one voice, and ensuring the brands’ national plans are threaded through to its shopper plans in a “cohesive, thoughtful message that maintains the integrity of the brand while capturing the unique needs of the retailer is the ultimate goal,” she adds. when the right opportunity came along at Coca-Cola, she was Arthur has, in some way, been connected to Walmart her ready to return to shopper marketing. entire career. She graduated from college on a Saturday and was Her dad taught her about brand ownership long before school working full-time for Catapult Marketing by Monday, following a or her career ever had the chance. “He was so instrumental in senior-year internship with the agency working across a variety making sure that my personal brand was never taken for granted, of suppliers dedicated to Walmart. It wasn’t until a former client and that’s something I carry every day into my professional at Conagra Brands, Lauren Wright, asked her if she’d ever thought career.” Additionally, Arthur says Wright’s incredible work ethic about moving over to the client side (after Wright herself had just and dedication to shopper marketing earned the Mondelez team joined the team at Mondelez International) that Arthur made the a “seat at the table” as a critical function to the total business. switch to CPG. And now, she’s working at Coca-Cola under April Carlisle’s She went into customer/shopper marketing at Mondelez and leadership at a world-class marketing organization. “How she then “carried the bag” for a year as a customer business manager thinks about different aspects of the business while always tying for the Sam’s Club cookie/cracker business in sales. “I sharpened that back to driving equity for our brand and our retailers is the skills in negotiation, learned a lot about building a story with data crux of what we do,” Arthur says. “[Carlisle is] an amazing leader and was able to leverage my background in marketing to tell the and an amazing person to learn from as well.” ‘story’ – sales is a true art and science,” Arthur says, adding that
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PEOPLE TO WATCH things. Hearing what they liked and didn’t like really changed my perspective.” Burgess has always been the type to get out, get her feet on the ground and roll up her sleeves to learn. Her path in college was clear-cut: She knew from age 13 that she wanted to work in advertising and marketing, and then undertook three non-paying internships during college that were invaluable: the first at a bar and grill, where she created a grassroots marketing effort, and the next two at marketing/advertising agencies. “I “ got visibility in different types of marketing and could understand from smaller organizations to larger companies the different dynamics of it,” she says. “It was reassurance for me because I was passionate about what I was doing, liked the overall structure of the job and it fit my personality.” It wasn’t until her first job at Geometry Global that Burgess learned about shopper marketing. But between her time there and a stint at Catapult Marketing, she quickly learned the ropes while working closely with major CPG brands. Today, as Bimbo Bakeries’ shopper marketing manager for Kroger, she leads all brand shopper marketing efforts at the retailer, which she says typically filter down from brand initiatives. The company’s shopper marketing group is only 2 years old, and she knew coming in that she could help lead the charge of partnering with other teams to continue to build the discipline internally. “We’re making sure shopper marketing has a say and everyone in the organization is realizing how impactful it can be,” Burgess says. “I’ve seen how other companies build a best-in-class department. We may not be there yet, but we’re definitely heading in the right direction.” Burgess believes success comes, in part, through building great relationships. Rebecca Campbell, e-commerce and shopper marketing manager at Hormel, was her client lead while at Catapult. “She believed in the work I was doing and pushed me to take advantage of career opportunities, helping me get my foot in the door in places,” she says. Steve Abdo, senior vice president at Catapult, was also pivotal in her career, encouraging her to be true to herself When Taylor Burgess joined Bimbo Bakeries in inside or outside of work. November 2019, one of her first days on the A main goal for Burgess will continue to job started with a 2 a.m. wakeup call to get TAYLOR BURGESS be developing meaningful relationships on a bread truck and do a route ride with a in the workplace. “I’m very proud of how member of the field team. She says it was Company: Bimbo Bakeries USA things come to fruition not only in terms one of the most important days she’s had Title: Shopper Marketing Manager of activation, but also on a personal in her career thus far. As they went to each Age: 28 standpoint being able to maintain those store and delivered the company’s product, Education: relationships,” she says. “Deepening she experienced firsthand what a day in the Kent State University relationships and getting past surface life was like. (bachelor’s, advertising; level with someone is really the key to “I’m making these decisions in my office minor in marketing) having successful partnerships with other and understand why I think they would work, manufacturers and our retail partners. That but at the end of the day, I’m not out there drives businesses so much more than just talking doing the groundwork,” she says. “Someone else is work 24/7.” doing that and they have a completely different view of
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PEOPLE TO WATCH Ryan Nolan has always wanted to understand consumer behavior and is still, in his words, “obsessed” with the reasons behind what people do. When he learned more in college about creative space and how consumer messaging can impact someone to operate or think differently and his eyes were opened to the world of brand management, he knew that’s where he wanted to be. “From ideation to in-market execution, whether innovation, consumer messaging to activation or the behind-thescenes foundational strategy that brands go through – that was what I felt destined to do,” he says. Working first at Groupon, next at Pep LLC on the Kraft Heinz account and then actually at Kraft Heinz, Nolan has led efforts for brands varying in complexity and size, both new to market and legacy, in what he calls a perfect mix of art and science. “I get to experience full 360-degree ownership of these brands, seeing all aspects and how they work together, and it’s so rewarding,” he says. Nolan joined Ferrara Candy in January as senior associate brand manager for the Keebler cookies
portfolio, charged with overseeing the iconic brand’s relaunch under the Ferrara umbrella – a true comeback brand story. “We have large competitors dominating the cookies category, but the No. 1 priority was to invest and rebound this brand – and I would have direct ownership,” he says. Food has always been the center of his focus: his first job was corn detasseling at 14 years old in his home state of Iowa. “It was what all the ‘cool’ kids did,” he notes. He is now the brand lead responsible for equity, consumer communications and base business general management, touching on business analytics, demand planning and shopper marketing, among other duties. He is also the integrated marketing communications planning lead for the cookies business unit within the company. Working on the largest brand now in the Ferrara portfolio (Ferrara acquired Keebler cookies in July 2019), Nolan is focused on long-term strategy framework for the brand. In August 2019, the company RYAN NOLAN officially relaunched Keebler cookies to consumers, Company: Ferrara Candy Co. with Nolan leading the Title: Senior Associate Brand campaign work from strategy Manager – Keebler Cookies development, briefing and Age: 27 creative development to inEducation: DePaul University market execution. “One of our (bachelor’s, advertising) first priorities was relaunching ... in a modern and unique way that still ladders back to our point of difference on why Keebler is so special,” he says. The effort saw an investment in both quality within the base products as well as brand advertising. Starting with the biggest sub-brands in the line – Fudge Stripes, Chips Deluxe and Sandies – the company added real ingredients, removed high-fructose corn syrup, modernized packaging design, and enhanced its freshness and resealability technology. “We’re very excited to bring the magic back to Keebler and share the amazing work my team and agencies have been able to accomplish in a short timeline and with the hurdles of COVID-19 this year,” he says. “We developed a consumer-vetted equity communications strategy, strong creative territory, three new TV spots, and a robust 360-degree activation across the majority of consumer touchpoints.” Given that most of the work has been virtual, it was a challenge, he admits, but a great learning experience for effective communication and prioritization. Nolan says brick-and-mortar and e-commerce are equally important as he moves forward with the Keebler brand. E-commerce is treated as its own traditional channel, in the same light as food, mass or club, for example.
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PEOPLE TO WATCH sales and marketing functions. She lived in three different U.S. cities (Chicago, New York and Bentonville, Arkansas) and abroad in London, which was an opportunity she made the most of both personally and professionally, she says. And while she initially transitioned into work at Unilever after completing the program, she couldn’t pass up the chance to move into the beauty industry, working as a customer marketing manager on Sally Hansen at Coty for more than two years before becoming the brand’s team lead for trade marketing. Just over a year ago, she moved to the CoverGirl brand in the same capacity. As team lead, Hug builds and implements in-market commercial strategies across all classes of trade, driving brand and category growth and delivering promotional plans that achieve maximum efficiency, brand impact and profitability. “My team, which is comprised of four direct reports, is responsible for partnering with our customer teams to bring to life the national marketing plans and execute 360-degree launch activations behind our big bets,” she says. Her team is also responsible LEANNE HUG for driving 4P strategy with a heightened Company: Coty Inc. focus on pricing Title: Team Lead, and promotional Trade Marketing - CoverGirl efficiencies. “The Age: 29 beauty of trade is Education: University of Maryland, College the true marriage Park (bachelor’s, marketing and supply of creativity of chain management; minor, leadership marketing with the studies); Fashion Institute of analytics of sales and Technology (masters of professional really getting to see studies, cosmetics and fragrance innovation bundles come marketing and management) to life.” Leanne Hug was business-minded from an early age. Her mom, The launch of Clean Fresh, who had a 30-year career at Hanes, worked from a home office CoverGirl’s new vegan foundation and instilled in her a curiosity about corporate life. Hug knew her portfolio, has been a rewarding project passion resided in marketing and being able to communicate for Hug. “To be able to bring this hybrid skincare/makeup launch with consumers to help drive purchase decisions, but she was to the CoverGirl brand was really exciting,” she says, noting that also curious about supply chain operations because of her love during the spring of 2020, it was the No. 1 foundation launch in for analytics, process and efficiencies. It was that foundation, the category. combined with various leadership roles and being on the Another very proud moment in her career came this spring University of Maryland’s women’s club basketball team, that when she completed her masters’ degree. helped her carve her own path. Coty nominated and sponsored Hug through the Masters of “It’s always been important for me to take on leadership roles Cosmetics & Fragrance Marketing Management program at the and challenge myself a bit,” Hug says. “I learned how to manage a Fashion Institute of Technology, which is considered the think team, manage a budget and deal with conflict.” Her experiences tank of innovation and leadership in the beauty industry. “As part throughout college propelled her into Unilever’s Future Leaders of the program, my cohort completed our capstone research Program, an accelerated management rotational program on the “Future State of Wellbeing” in the U.S., a timely topic that provided cross-functional exposure, business mentoring, given what’s going on around us with COVID-19,” she says. “I’m project involvement and formal training both nationally and so incredibly proud of the cohort for not only completing our internationally. degrees via remote learning but also for the research completed Over three years, she took on six different roles spanning the and presented back to the industry.”
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PEOPLE TO WATCH Brittany Anderson didn’t know that she had roots in the cheese industry until she accepted her first job out of college at DCI Cheese Co. It was then that her ailing grandmother shared for the first time that her great-grandfather was a cheesemaker when he immigrated to the U.S. from Germany, and her grandmother and family lived upstairs from the factory where he made muenster cheese. Anderson had been a marketing intern at DCI in her senior year of college, which led to a full-time position after graduation. When DCI was acquired by Saputo just a year later in 2011, she was planning trade shows, executing brand promotions and building vendor relationships, but “the one job that I enjoyed more than anything was analyzing sales post-promotion,” she says. It was then that Anderson switched gears and became a consumer insights analyst while still at Saputo, feeling like this work was where she truly belonged. Life eventually took her to California, and she assumed a role as national retail insights category manager at Treasury Wine Estates. But, ultimately missing her Midwest roots, she returned to Chicago less than two years later and rejoined Saputo, where she now serves as the company’s consumer insights manager. Her responsibilities include focusing on the retail side of the business for both dairy and specialty/deli channel products. “This involves supporting internal leadership and customers with insights, consumer trends and proactive recommendations to grow business,” she says. She also has been able to work on foodservice and industrial projects, and she’s not one to turn down projects, especially when she can gain more exposure to other departments and resources in the company. “Through this, I’ve been able to connect internally and externally on how we can better look at data and discover trends,” she says. Anderson has brought customer BRITTANY insights to light using retailer ANDERSON data combined with syndicated partnership to build and engage with our customers Company: Saputo Inc. resources and qualitative more,” Anderson says. The department is also working (U.S. Cheese Division) learning. “I’ve been involved to grow its relationship with both Dairy Farmers of with customer meetings Wisconsin (DFW) and the Dairy Management Institute; Title: Consumer Insights Manager where we’ll present a current Anderson finds collaborating with DFW on different Age: 32 business review and insights topics in the industry important, to see how the Education: University of using retailer data, but we’ll organization is looking at data and what its views are as Wisconsin-Milwaukee have the opportunity to show an industry leader. (bachelor’s, marketing; qualitative consumer research Anderson’s passion is being able to support the minor in economics) we’ve either conducted internally company’s internal teams with insights, consumer trends and or through our data partners to help recommendations to help grow business for their clients. In a bring to life our recommendations to grow global company like Saputo, she says the possibilities are endless business,” she says, adding that the goal is to have customers in terms of her next steps. “That’s why I like to take on different completely engaged. projects and work with various departments to see their inner “It’s fun to look through those lenses and see what’s working workings,” she says. “I’ll bring my experience and look to broaden on the outside, what they’re seeing and what we can add in the exposure to different channels of the business.”
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PEOPLE TO WATCH A longtime gamer hailing from the U.K., Rob Clark was not only While there have been some tactical activations he’s been paid to play but was also featured on a cable network TV show involved in or has driven (a global sweepstakes for the release long before being a professional e-sports star was really a thing. of commemorative limited-edition product, and a campaign His undergraduate degree required a year in the industry, and launching this month that features some of earth’s mightiest it was then that he first joined the ranks at Intel, taking on an super heroes), he says moving to the U.S. – and to a headquarters internship in Swindon, England, in what is now known as the role – was always a longer-term goal. “I knew I wanted to be business management group. He worked with customers to help closer to where decisions are made and where I could play a more understand their demand, ensuring that Intel’s strategic role,” Clark says. distribution models were meeting the Clark partners closely with Intel’s marketing strategy lead needs of partners – essentially so the for gaming. “We’ve worked hard to realign our gaming/ right products turned up at the marketing priorities as a full-funneled campaign team and ROB CLARK right places at the right time. reassess our processes to make sure that the journey Company: Intel Clark was offered a full-time is consistent,” he says. The effort ultimately results in Title: Global Channel & Retail job upon graduating and spent “campaign content that we develop that can scale PC Gaming Strategist and the next five years in various to the thousands of different customers we have Campaign Manager business analyst roles. He then globally, both online and in store, for all of the moved into his first marketing products that we support in this segment.” Age: 33 role, ultimately managing Education: Aston Business School all marketing campaigns and (bachelor’s, business & European communications for customers studies); Oxford Brookes who were part of the company’s University (masters, business channel partner program. He management) stayed there for three years before being offered the opportunity to relocate to the U.S. and become the global channel PC gaming strategist and campaign manager. “A year into that role, and after some reshuffling of our organization, my focus expanded to incorporate all of retail as well as channel, with a broader set of responsibilities,” he says. Today, Clark helps enable Intel’s regional and country teams ensure that their products are at the right stages of the shopper journey – and in the right way – so retail and channel partners have the opportunity to promote and sell the best Intel product that meets every PC gamer’s needs. “The most important part of this is being in the right places to support each consumer in a real, authentic and credible way as they’re trying to make a purchase,” Clark says, adding that the question often becomes, “What role do we play in trying to educate a consumer or gamer on what makes sense to them whilst also talking to an audience that’s pretty savvy?” He and his team are focused on taking a complex roadmap of Intel products and helping to craft their positioning across different platforms and brand levels while translating technical features into end user benefits that feel credible for their audience, Clark says. He also oversees the building of campaigns, typically aligned to product launches so Intel’s partners have the ingredients they need to promote and sell, and provides guidance and support for country and regional teams for smaller, more focused or non-launch-related campaigns.
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PEOPLE TO WATCH Jennifer Farver was, by all accounts, heading down the agency path early in her career. Armed with a managerial marketing degree, she spent a brief stint at Shearer’s Foods as a marketing analyst just out of college. But over wine one night with a friend, she saw a job posting at Geometry Global and remembers now how fascinating and enticing agency life quickly became. She spent the next seven years at Geometry, working on the Nestle business and developing her passion for omnichannel marketing. “What I loved most about starting my career on the agency side was really getting a strong foundation of what it takes to get a piece of media out the door,” she says, noting she was always fully engrained in all of the details from insight to execution. “It gives you an appreciation for and understanding of the time and energy it takes to get the right message out to consumers at the right time and the right place,” Farver says. “It also makes you aware of opportunities to drive efficiency and where progress should be valued over perfection.” At some point, though, Farver began yearning for more access to the client data that was driving their strategies, while asking questions such as, “What shopper behavior are we trying to change?,” “What is the problem we are trying to solve?” and “What’s the objective?” That’s when she made the switch to CPG, joining J.M. Smucker as omnichannel customer marketing manager in November 2018. In this role, Farver builds customer-specific activation strategies focused on the dollar channel and East grocery across all areas of the company’s business including pet, coffee and consumer. Through real-time and annual planning, Farver and her team identify shopper challenges or opportunities based on several key factors, including brand objectives, business acumen, core understanding of the customer, and program marketing performance. “All of these decisions are made with connectivity to our sales teams and consumer engagement pods to ensure critical time of shopper behavior change,” she JENNIFER FARVER alignment,” she says. “Our role is says. Company: J.M. Smucker Co. to drive conversion and behavior Farver relishes the abundance of data at change among shoppers at our key her fingertips as a CPG marketer: IRI, Nielsen Title: Manager, Omnichannel customers. By leveraging customer panel data, sales and customer data, retailer Customer Marketing data and technology, we work with media networks, vendor data, etc. “Being Age: 31 our activation agency to design able to identify the problem or opportunity Education: Kent State University programming that has clear KPIs and a we want to solve for each of our brands at (bachelor’s, business targeting strategy.” each retail customer is the ultimate goal we administration/managerial The role of omnichannel is constantly achieve through the intersection of these data marketing) evolving, but perhaps never as quickly as points. Once we know the problem/opportunity, the grocery industry did with its major shift we can create our objective and review past program during COVID-19. “Projections show we’ve leaped performance to establish the KPI. We have so much data at five years ahead in just a few months’ time,” Farver says, adding our fingertips.” that Instacart has been a growing customer for Smucker and Farver can see herself continuing on the omnichannel path. was placed under her umbrella earlier in the year. “Due to the “It’s an exciting role to be in. You must be flexible and agile with rapid growth of this click-and-collect customer throughout the changing retail environment by engaging with consumers COVID, I helped to lead strategy and execution during this whenever and wherever they’re buying.”
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PEOPLE TO WATCH efforts for regional chains such as Meijer, Shaw’s and the New Hampshire Liquor & Wine Outlet. With Meijer, her team pioneered a “store of the future” concept and won “Vendor of the Year” in 2017. Prior to her current role, she was a retail sales director, leading Gallo’s retail wine and spirits division across New England and working with its partner wholesalers. Today, as senior director of customer marketing and brand activation, she leads and directs the customer marketing and brand activation teams. “We build and execute upon strategy and initiatives required for best-in-class customer marketing, robust and relevant distributor marketing plans, and excellence of execution to ensure our brands grow,” she says. “Together we inspire our team and partners to pursue the overall objective to help consumers find, buy and enjoy our brands.” Sweet says she is proudest of the success of people she has trained and mentored throughout her career. “When I view my career, it’s largely never been about me; it’s been about other people,” she notes. “I come to work every day for the people on my team and for the people I can help: my peers, the Gallo family, our customers, and our consumer. My greatest professional joy is supporting my team and investing in their personal and professional growth.” The DNA of the winery’s commerce marketing organization is to provide data-driven insights that inform how to best meet consumer needs in the moments that matter. A cross-functional team was created to offer BAILEY SWEET Gallo’s sales organization Company: E. & J. Gallo Winery a better understanding of COVID-19’s impact, Title: Senior Director, Customer along with data-driven Marketing & Brand Activation While adapting in the midst of this global pandemic, commerce solutions. That Age: 35 Bailey Sweet says a servant leader mentality has been led the organization to rally Education: Hillsdale College critical to providing her team with the support it needs around customer marketing (bachelor’s, political science to drive results during a time of such tremendous change. initiatives for the upcoming and Spanish) A liberal arts education challenged her to think critically, holidays that are mindful of the says Bailey, but it was her college experiences both in and consumer’s evolving needs in this outside the classroom that taught her about being a leader who time of immense change. “Thanks not only desires to serve others, but who also understands that to the leadership of our CMO, Stephanie intelligence and wisdom are not the same thing. “Having come Gallo, we’ve approached all our work with a goal of compassion, from a sales background within the winery, a love of learning has empathy and flexibility,” she says. proved essential in my career,” she says. As consumer adoption rapidly increased, she notes, the team Sweet joined E. & J. Gallo’s sales leadership development shifted its efforts to focus more on digital and e-commerce. program as a sales representative after graduation. Since then, As one example, “This new environment focused on increased she’s served in sales and management positions in eight states hygiene,” she explains. “‘No touch, low touch’ has allowed us to across the Northeast and Midwest. While director of customer pivot to a digital-led coupon strategy to meet our customers’ and development, she led the winery’s customer and category sales consumers’ needs.”
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PEOPLE TO WATCH Vanessa Vickers grew up in Bentonville, Arkansas, as the daughter says, but the key is finding a way to engage people that cuts of a Walmart executive. Fascinated by what she heard her father through the information clutter. talk about, her childhood dream was to be a buyer someday. She Vickers prides herself on having had the opportunity to be a followed that dream into college at the University of Arkansas, part of some very high-performing teams. “I can’t look back at where she studied retail marketing and interned with Hershey in anything in my career and call it ‘my’ success, but I can recall a category management, basically being treated as a category analyst lot of late nights and long weekends surrounded by some really her final year in school. “I was barely 20 years old and making amazing people working together to accomplish great things,” recommendations to buyers for the largest retailer in the world,” she says. she recalls. “I remember being so shocked and excited the first time Similar, maybe, to her father and the influence he had on her a buyer implemented something based on my opinion.” early on? “He’s worked at Walmart since before I was born and Following an early graduation, Vickers went to work at E. & J. I was always fascinated by the things he would talk about,” she Gallo Winery – but had to push her start date says. “I remember him referencing the data they had that back a month because she was not yet would show how often people bought things together 21. She spent three years as a category – like peanut butter and jelly – or how often people VANESSA VICKERS analyst drawing planograms for would turn left versus right when they entered a Walmart and then was recruited to store. I thought that was so cool.” IQ Company: The Nature’s Bounty Co. Campbell Soup Co. to take on her Title: Senior Manager, first advising role. She was there Category Development for two years before finding her Age: 33 way to Unilever, where she again landed in category management Education: University of Arkansas, for Walmart for seven years, Walton College of Business (bachelor’s, the first several developing business administration, retail the company’s planogramming marketing emphasis); John Brown process. University, Soderquist College of Wanting to take her turn at a Business (masters, leadership smaller company where she could and ethics) get more exposure, she made the move to Nature’s Bounty about a year ago and now serves as the company’s senior manager of category development, supporting the Walmart/Sam’s Club accounts for the vitamins and sports nutrition categories. “I support the sales teams as they present to Walmart,” she says. “A lot of data presentation, strategy work, new item sell-in – basic internal category management work.” Vickers has been successful tying traditional category management with shopper insights, work that she says is constantly evolving. “I view category management as having three components that have to be combined to create value: insights, analytics and execution,” she explains. Whether you’re trying to influence internally or externally, people want to understand why something is happening or why it’s important, she notes. “What is the human want, need or perception that is causing something to happen?” Finding the quantifiable patterns in data that reinforce the insight comes next, followed by the recommendation to execute. “If you can’t actually start, stop or change something you’re doing, the insights and analytics component just become fun facts,” she says. Storytelling, Vickers believes, is critical to influencing with data since consumers are inundated with non-stop messages and information. “It can be really hard to find a nugget of information that’s both new news and has enough scale to be relevant,” she
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2020 REGGIE AWARD WINNERS
SALUTE TO SHOPPER EXCELLENCE Best-in-class campaigns from this yearâ&#x20AC;&#x2122;s Reggie and Effie awards programs BY PAT H T O P U R C H A S E I N S T I T U T E S TA F F
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2020 REGGIE AWARD WINNERS “Whopper Detour”
Awards program judging is certainly not an exact science. No matter how well-defined the criteria used to evaluate the entries might be, it’s usually inevitable that some level of personal opinion will always be reflected in the results – not in any deliberate, harmful way, just simply due to different human perspectives. Beauty, and judge’s evaluations, are often in the eye of the beholder (at least until artificial-intelligence algorithms take over the scoring). Given that reality, a shopper marketing program earning an award from two sets of human judges in two different industry programs should certainly be viewed as “best in class.” And that is just what we have for you this issue, which represents the first time we’ve presented overviews of award winners and finalists from two leading programs: the Association of National Advertisers’ Reggie Awards, and Effie Worldwide’s Commerce & Shopper Effies. Both are longstanding awards programs whose likeminded missions are evident in the longer versions of their abbreviated names: “Effie” stands for “effectiveness,” a nod to (and slight critique of) the fact that too many advertising industry awards are devoted to creativity and style rather than business-driving results. We’ve been covering the Effies (known simply as the “Shopper Marketing Effies” until this year) in these pages since 2012. “Reggie,” meanwhile, is shorthand for “cash register,” acknowledgment that the ultimate objective of any brand activation program is to drive sales. This will be the first time we’ve formally covered shopper-focused Reggie winners, and we’re grateful to have received the ANA’s support in compiling these overviews. Among the 29 noteworthy campaigns we review here are four that gained recognition from both programs. Congratulations to Diageo and Arc Worldwide for collaboratively earning that honor twice, as well as to Burger King and FCB/RED, along with Mars Inc. and Integer. Of course, all 29 campaigns are worthy of “best in class” designation for the unique ways in which they engaged shoppers and drove results – no matter what your personal perspective might be.
Marketer: Burger King Agency: FCB/RED Reggie Categories: Digital, Social or Mobile Marketing Campaigns (Gold); Innovative Commerce Marketing Campaigns (Gold) Millennial and Gen Z diners want experiences and brands they see as real and authentic, and they neither visit Burger King very often nor think of it as especially “cool.” They also don’t watch much live television and are generally cynical about marketing – but they do respond well to gamified experiences, trolling and overall subversiveness. Armed with research uncovering all of the above, Burger King used geofencing technology to wage what it terms a “guerilla out-of-home” campaign that gave consumers the ability to order 1-cent Whoppers using the new BK App – while on location at main QSR rival McDonald’s. Burger King knew it was late to the app party and wanted to do something attention-getting to prompt consumers to download the BK App. The QSR chain knew it needed to capitalize on the growth of fast-food apps, whose penetration bloomed from 11% of consumers in 2015 to nearly 40% in 2018, and which will facilitate an estimated $38 billion in sales this year. McDonald’s restaurant numbers dwarf Burger King’s by about 2 to 1 in the U.S, a competitive advantage that Burger King sought to turn into an advantage for itself. So the chain set up geofencing within 600 feet of 14,000 McDonald’s stores, enabling app users to tap the 1-cent Whopper promotion and then, after placing their orders, receive navigational assistance to the nearest BK. During this nine-day “Whopper Detour” promotion in December 2018, put together with assistance from FCB/RED, Burger King mostly promoted through social media while also leveraging targeted digital display ad via Foursquare and Waze and seeking regional eyeballs through a full-page print advertisement in the New York Post. The campaign apparently had special sauce, driving Burger King’s highest foot traffic in more than four years, tripling its mobile sales during the nine-day span, and garnering 1.5 million downloads of the BK App – the most on both iOS and Google Play for several days. The “Whopper Detour” also generated 3.5 billion impressions, an 818% boost in BK Twitter mentions, and $40 million in earned media. The promotion has continued to pay off, with sales through the app doubling since then and the mobile customer base growing by 33%, which BK says has led to an estimated $15 million increase in annual projected sales – and invaluable new data to tap for further ROI. Also won Commerce & Shopper Effie Awards in the Omnichannel Shopper Solution and E-Commerce categories. — Ed Finkel
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2020 REGGIE AWARD WINNERS
“Walmart Snickers Microgifting”
Marketer: Target Agency: Wasserman Reggie Category: Experiential Marketing Campaigns (Silver)
Marketer: Mars Wrigley Agency: Integer/TBWA Reggie Category: Innovative Commerce Marketing Campaigns (Silver)
With “Target Wonderland,” an interactive holiday shopping experience in New York City, Target sought to simplify holiday shopping, improve brand sentiment and create a new “best of” holiday event that would lay the groundwork for future campaigns. It also hoped to give customers a compelling reason to shop with the retailer amid fierce holiday competition. Relying on research showing that the average person has an extra 20 hours of “to dos” each week during the holidays, Target wanted to create joyful moments that offset the stress of seasonal shopping. Target Wonderland was a free, 11-day, 16,000-squarefoot, whimsical and shoppable playground for all ages. It featured a curated product assortment from 16 Target partner brands and 19 interactive holiday-inspired experiences. A Dec. 12 soft launch featured appearances by actresses Mindy Kaling, Angela Kinsey, Keke Palmer and Beanie Feldstein as well as posts from select microinfluencers whose social content helped to generate excitement. Among the activations were a giant “Snow Globe” photo op that visitors could step inside, a Lego experience featuring a larger-than-life Bullseye the Dog, and an epic Star Wars tunnel where customers could step on floor tiles to activate lightsabers flanking the walls. Other attractions included a giant gingerbread house featuring interactive M&M’s, a “Holiday Cheer Express” that prompted guests to write a holiday wish and shoot it out in pneumatic tubes (with Target donating $40 to Toys for Tots for each wish), and a VR-based snowball fight. Visitors could also shop from a selection of 215 rotating items by scanning a bar code and adding the products to a virtual cart on Target.com. The initiative attracted nearly 17,000 guests who interacted with the platform for an average of 1.5 hours. It raised nearly $1 million for Toys for Tots, generated 1,500 media mentions and more than 139 million impressions, and included organic social content that drove 3.2 million impressions and spurred more than 18,500 people to engage with the content. The campaign earned 57 media placements, yielded 318 million impressions across social stories, and boosted the company’s net sentiment rating by 100%. This article was written using publicly available information.
The Walmart Snickers “Microgifting” campaign was designed to reverse declining Snickers sales at the nation’s largest retailer among shoppers under age 35. The program sought to bring to life the brand equity around satisfaction expressed in the ongoing “You’re Not You When You’re Hungry” campaign in a way that made Snickers more memorable to younger consumers. It also provided an innovative way to connect “always logged on” shoppers with one another and drive impulse purchases. Shopper insights used to shape the campaign included research finding that 38% of younger consumers say cell phones are key drivers of closeness with their friends, and that 36% of this audience thinks visual expressions communicate feelings better than words do. These digital consumers are also 15% more likely to buy something they see on social media. The program inspired Walmart shoppers to buy Snickers as a gift they could give via mobile phone. In-store displays drove shoppers to a branded “Big Mood Gifting” microsite using scannable QR and SMS codes. On the microsite, YouTube star Caleon Fox brought six different moods to life that people could choose from. The short, high-energy videos illustrated “Lovey Dovey,” “Uh-Huh, Sure,” “Whoops, Fumbled That,” “Surprised Like Whoa,” “Say What Now?” and “Ferociously Hungry.” The chosen video would then be sent to a friend via text along with a personalized message of choice containing up to 255 characters. The text included the big mood video and a gift card for one free Snickers bar that recipients could save to their mobile wallet and redeem in stores. Metrics used to judge the program included sales and impressions. The program succeeded in increasing Snickers bar sales at Walmart by 7.4%, delivered more than 37 million impressions and re-engaged many lapsed Walmart shoppers with the brand. — Chris Gelbach
— Chris Gelbach
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2020 REGGIE AWARD WINNERS
“Joy Night In” Marketer: Campbell Soup Co. Agency: Spark Foundry Worldwide, The Mars Agency Reggie Category: Innovative Commerce Marketing Campaigns (Bronze)
“Trident Gives Back at Dollar General” Marketer: Mondelez International Agency: Phoenix Creative Reggie Category: Partnership Marketing Campaigns (Bronze)
While 95.8% of all U.S. households have purchased at least one Campbell’s product, the brand has faced the challenge of overcoming lost shelf space as other soup and easy-meal options proliferate. The company needed to prove the brand’s relevance by reminding people that timeless, simple things are the best. The “Joy Night In” campaign was designed to reach holiday enthusiasts who shop at Walmart by leaning in to the global trend of “Joy of Missing Out,” or JOMO – a proactive “switching off ” to make more meaningful connections and relaxing times. This behavior is mirrored in the cultural phenomenon of holiday movie watching. The program brought the Campbell Soup Co., Hallmark, PopSugar and Walmart together for a campaign that integrated the Hallmark holiday movie tradition with three iconic brands. The goal was to position Campbell’s soups as the must-have ingredients for seasonal weeknight meals and holiday entertaining. Capitalizing on how holiday enthusiasts like to spend their time during the season, the program gave them a reason to sit back and enjoy their favorite movie binge-watching occasion with their favorite soup. As the destination for holiday movies, the Hallmark Channel established that “movie night in is better with a bowl of soup” through in-movie integrations, celebrity vignettes and movie/ recipe pairing menus. Media outlet PopSugar provided lifestyle content, planning tips and influencer promotions to highlight all the ways these holiday enthusiasts could make a “Joy Night In.” Walmart rounded out the partnership with in-store and online executions that included front-of-store displays in 2,000 locations, in-store demos, a dedicated microsite and Google voice inclusion. The Joy Night In program contributed to a year-over-year sales increase of 4% at Walmart for Campbell’s despite a decrease in overall category sales during the same period. In addition to increased media exposure and incremental display in stores, Campbell’s added 1.2 million soup buyers at Walmart.
In 2019, household penetration of Mondelez International’s Trident gum was not keeping pace with the growth of the gum category at Dollar General. To improve on previous marketing programs, Trident needed to communicate a true and compelling point of difference in the minds and wallets of the retailer’s shoppers. The core Dollar General shopper is a “Super Mom,” aged 25-34, who knows how to run a household with a busy schedule and tight budget. Though frugal, she has a strong desire to provide her family with a better life, which includes buying national brands. These Super Moms value education and literacy, and are inspired by brands that support causes to help families and communities. They also over-index on phone usage and are more readily influenced by digital marketing than the average shopper. Trident partnered with Dollar General on a community literacy program that leveraged both online and oﬄine tactics. A kickoff event at Dollar General headquarters drove relevance by encouraging both Dollar General and Mondelez employees to participate in a book drive to donate new and used children’s books to the Dollar General Literacy Foundation. To gain buy-in from Super Moms, Trident gave Dollar General exclusive packaging that represented a first for the brand: Inside copy communicated the purpose of the Dollar General Literacy Foundation, while outside messaging touted the brand’s $25,000 donation to the organization. Further activation included digital and mobile engagements on DollarGeneral.com and through the retailer’s digital circular, as well as a dedicated in-store display. On social media, an International Literacy Day post reinforced the value of literacy, and another post on National Chewing Gum Day invited shoppers to buy a pack of Trident at Dollar General in support of literacy. Trident gum sales at Dollar General increased as the program boosted trends ahead of the gum/mint category. Household penetration of Trident at the retailer saw double-digit growth. The in-store display contributed to more than half of the growth for the category. Digital coupons delivered nearly redemptions, driving a 7% sales lift.
— Chris Gelbach
— Michael Applebaum
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2020 REGGIE AWARD WINNERS
“The Hershey’s Emoji Bar: Being Ready for BTS Means More than School Supplies” Marketer: Hershey Co. Agency: TPN Reggie Category: Seasonal/Holiday Marketing Campaigns (Silver)
“Summer By The Batch” Marketer: Diageo North America Agency: Arc Worldwide Reggie Category: Shopper Marketing or Retailer-Specific Marketing Campaigns (Gold)
With individual squares displaying many of the most popular texting and social media emojis, the candy bar seemed to have potential as an easy, effortless catalyst for kid-to-kid connections, with meaning beyond simply being a treat. Digging deeper, Hershey and TPN discovered that the target audience of parents and kids, dubbed “Connection Seekers,” were concerned about being emotionally prepared for making friends in the lunchroom or on the school bus. Created in 2019, the Emoji Bar was the first change to the iconic Hershey bar in 125 years. To ensure it gained awareness, Hershey supported the new bar with a 360-degree campaign called “Share a Smile.” The campaign did not have a huge media budget, but that did not seem necessary given how the change would get everyone talking. Knowing that Connection Seekers are active on social media, Hershey used paid and owned media to reach them with messaging, including digital ads that targeted shoppers and led them to purchase online, along with in-store displays that placed the Emoji Bar outside the candy aisle and instead near school supplies, in the seasonal aisle and front-of-store. The campaign targeted key retailers across dollar, food, drug and mass, with unique overlay programs at certain chains. The campaign surpassed its goals with instant consumable sales growth of 7%, more than 2.1 billion earned media impressions, and 1,000 earned media placements four weeks prior to launch. The success of the campaign inspired Hershey’s to create the DC Super Hero Bar available now – a new way of creating connections over a shared interest.
The summer entertaining season presents unique challenges for spirits makers, including a primary competitive threat from beer, which generates 40% of its annual sales during the summer. Spirits such as tequila, gin, rum and vodka also enjoy a comparable summer sales spike. And that created an opportunity for Diageo to create a breakthrough entertainment solution at a time when beer typically owns the retail floor. In order to disrupt the shopper’s usual focus on beer during summer hosting occasions, Diageo had to overcome the perception of craft cocktails as “high maintenance.” The brand identified a target audience of “Simple Servers,” a segment of Millennial and Gen X-age hosts who love to entertain at home but feel pressure to deliver a great party experience. While 40% of Simple Servers desired to serve impressive cocktails, motivating their trade-up to spirits from beer depended on convenience because, per Mintel, 62% of summer party decisions are based on ease. Summer By The Batch taught shoppers a new way to serve cocktails: a pitcher-sized format that serves a group of at least 13 people. All recipes required one full-sized bottle of spirits (750 milliliters or 1.75 liters), making recipes measure-less and shopper baskets easy to build. Each batch encouraged shoppers to personalize the ready-made cocktail with their own ingredients, enhancing the drinks’ freshness and party appeal. The multi-brand program launched across major national and regional retailers including Walmart, Total Wine & More, ABC, AAFES, Safeway, Jewel-Osco, Fred Meyer, Fry’s and Coborn’s. Digital tactics included integration of shoppable batch cocktail recipes on key retailer websites and a partnership with the Drizly alcohol beverage delivery platform. In-store merchandising featured endcaps, freestanding displays and case stackers; recipe-focused neck hangers and take-ones drove loyalty and repurchase. Summer By The Batch achieved a 14.2% total sales lift versus the summer of 2018, with much greater year-over-year growth by individual Diageo brands including Don Julio (up 60.7%), Crown Royal (55.7%) and Captain Morgan (26.6%). The program secured display placement in nine national and regional retailers in a total of more than 1,000 stores. Also won Commerce & Shopper Effie Awards in the Seasonal/Event and Omnichannel Shopper Solution categories.
— Ed Finkel
— Michael Applebaum
Based on research finding that kids need help connecting with their peers even more than they need school supplies – and knowing they had to overcome parents’ laser focus on putting healthier options in their children’s lunchboxes – Hershey’s worked with TPN Retail to position the brand’s newly developed Emoji Bar as a conversation starter at the cafeteria table.
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2020 REGGIE AWARD WINNERS
“Snickers World Wrestling Entertainment at Dollar General” Marketer: Mars Wrigley Agency: Integer/TBWA Reggie Category: Shopper Marketing or Retailer-Specific Marketing Campaigns (Silver)
“Created by Craftswomen” Marketer: Diageo North America Agency: Arc Worldwide Reggie Category: Shopper Marketing or Retailer-Specific Marketing Campaigns (Bronze)
In today’s discount retail environment, there is little room for differentiation between brands beyond price promotion. Thus, Snickers decided to give Dollar General shoppers something they loved but couldn’t easily access: a chance to engage directly with the superstars of the World Wrestling Entertainment organization (WWE). After looking at shopper demographics, psychographics and purchase behaviors, Snickers concluded that entertaining experiences can be priceless for the Dollar General shopper. And while WWE over-indexes with this cohort, strict household budgets force them to be especially cautious when it comes to discretionary spending. Lowincome shoppers prioritize the must-haves among their household needs and rarely have extra dollars to spend on entertainment and fun activities for their families, meaning they can only experience their favorite sport indirectly using their main touchpoint to entertainment: their mobile phones and the internet. To bring the WWE to life, Snickers released bars featuring catchphrases from fan-favorite WWE Superstars. To ramp up excitement, Snickers ran DG-exclusive video and digital activations, leveraged DG influencers, featured a digital coupon and created custom displays to promote the bars in-store. Moving value beyond price and product, Snickers also engaged Dollar General shoppers with an interactive chance to upload a selfie. Shoppers could choose one of seven over-the-top illustrated wrestling poses and unleash their superstar alter-ego into the world via social media. With each share, these alter-egos brought attention to Dollar General’s exclusive WWE Snickers Hunger bars, showing countless price-sensitive shoppers that there are some deals that they can’t put a price tag on. The program drove awareness for Snickers’ exclusive WWE products and re-engaged lapsed brand buyers at Dollar General. It recorded a double-digit lift in brand sales at Dollar General and also exceeded confection category growth at the retailer by double digits during the promotional period. Also won a Commerce & Shopper Effie Award in the Single-Retailer Program – Other category.
March is typically one of the lowest sales, traffic and volume months for spirits makers, thanks in large part to March Madness and St. Patrick’s Day, holidays traditionally dominated by the beer industry. Diageo carved out a new opportunity to promote its spirits brands through an inspirational campaign highlighting a different March celebration: Women’s History Month. Diageo’s research identified an underserved growth segment for its dark spirits portfolio in female drinkers. Category sales growth (where “dark” is being defined as whiskey and rum, primarily leading with whiskey) is driven by women, and although nearly half of dark spirits drinkers are female (46%), whiskey marketing is often focused on men. “Created by Craftswomen” challenged the antiquated belief that drinks have a natural gender affinity. The campaign leveraged video content of Diageo’s female blenders and distillers talking about their passion for dark spirits, as well as their personal stories and challenges. A 360-degree activation plan was built to inspire and educate consumers about the role and impact of these celebrated craftswomen and drive purchases within the liquor, mass and grocery channels. Retail events featured televised broadcasts of live interviews with the craftswomen at Diageo’s Bulleit Distillery. Product sampling was backed by an array of merchandising including case stacks and shelf talkers, with tasting guides and educational take-ones to drive engagement and loyalty. The multi-brand program rolled out across key national/regional customers such as Total Wine & More, Meijer, Target, Albertsons, BevMo!, ABC and WB Liquors & Wine. The program achieved an overall lift of 22% versus March 2018 across all participating Diageo brands, which included Bulleit Bourbon Whiskey (up 33%), Johnnie Walker Whisky Scotch (19%), George Dickel Whisky (28%), Crown Royal Whisky (15%) and Zacapa Rum (15%). Notably, Diageo spirits performed better than the overall category, which was up 6.3% during March. The company secured display at seven retailers in a total of 1,200 stores. Bulleit Bourbon gained incremental display, driving a 27% basket lift versus 2018. As a bonus, incremental PR drove 4.8 million earned TV and online impressions when a local channel featured the program during its news broadcast. Also won a Commerce & Shopper Effie Award in the Seasonal/Event category.
— Michael Applebaum
— Michael Applebaum
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2020 EFFIE COMMERCE & SHOPPER AWARDS “Pride”
“Sipping Is Believing”
Marketer: Bud Light/AB InBev Agency: FCB/RED Effie Commerce & Shopper Category: Brand Experience (Winner)
Marketer: Dunkin’ Brands Agency: BBDO Effie Commerce & Shopper Categories: New Product/ Service Introduction (Winner); Challenger Brand Solutions (Finalist)
To expand its brand loyalty among both beer drinkers and independent bar accounts in the LGBTQ+ community, and to authentically connect with shoppers during the 50th anniversary of the landmark Stonewall riots in New York City, Bud Light worked with FCB/RED to parade out a “Pride” campaign. The brand’s research confirmed the fact that bars hold a central place in the gay community, and third-party research showed that 85% of LGBTQ+ shoppers in the U.S. place great importance on brands showing support for equality and 78% return loyalty to brands that are supportive of them and their community. To drive distribution and prominence, gain accounts in LGBTQ+ bars and support from community members, and stoke buzz during Pride month celebrations, Bud Light created its first on-premise-only campaign aimed at voicing hearty support for gay inclusiveness. To both celebrate Pride and to give back, Bud Light released the first pride-themed bottle from a major beer company, distributed it only on-premise to recognize the locales where the movement began, and donated a portion of bottle sales to GLAAD (formerly known as the Gay & Lesbian Alliance Against Discrimination). Elements along the path to purchase included transit installations near gay bars, customized billboards in specific cities, social media messaging, and participation in Pride celebrations including the World Pride event in New York City and other toptier local markets. With the bottle in hand, the brand figured bar owners didn’t need costly activations of their own. The “Pride” campaign exceeded all of its goals, according to Bud Light’s calculations. This included 100% sell-through of the limited-edition product with more than 500,000 purchases, incremental distribution in all targeted bars across nine major U.S. cities, the bottle on display in all of those participating bars, and more than 245 million earned media impressions on more than 415 different media and social channels (99% of them positive). Lastly, the brand took pride in topping its philanthropic goal and raising $100,000 for GLAAD and other LGBTQ+ rights efforts.
Espresso-based beverages are the future of the coffee category, but Dunkin’ wasn’t getting its fair share of the business. Starbucks owned the segment, and Dunkin’s original product line (introduced in 2003) was a disappointment. Buoyed by investments in high-quality espresso machines, new formulations and packaging, Dunkin’ was ready to take on Starbucks again. But first, Dunkin’ had to shift built-in negative perceptions. Internal research showed that only 42% of people thought of Dunkin’ when asked which brands they associate with great-tasting espresso, while 76% of people cited Starbucks. Still, there was an opportunity to target “switchers,” as 60% of Starbucks espresso customers also visited other coffee shops for their espresso within a given week. Contrary to the stereotype of the wealthy Millennial Starbucks consumer, Dunkin’s target audience for the “Sipping Is Believing” campaign was a value-seeking, quality-conscious shopper who visits retailers like TJ Maxx, Target and Marshall’s. That discovery led Dunkin’ to borrow a key insight from TJ Maxx: People relish in the delight of finding something of high quality in an unexpected place. Dunkin’ grounded the campaign in a new graphic identity featuring an exclamation point inspired by the iconic Dunkin’ apostrophe. To tap into the element of surprise, one activation fooled Portland, Maine, foodies by turning a Dunkin’ location into an artisan coffeehouse called “S!P.” A TV campaign celebrated the surprisingly delicious taste of the new line of espresso drinks using unexpected situations, such as a 10-year-old boy portraying a 48-year-old man. Out of home placements with images of lattes, cappuccinos and macchiatos used catchy phrases like “Cappuccinoooooooh my gosh that’s good.” Dunkin’ ran a $2 offer for espresso-based drinks from 2-6 p.m., which was designed to drive mass trial. The campaign’s first week drove the highest espresso comp sales since September 2016 (a 21% increase in the growth rate). Also in week one, hot espresso transactions increased by 66% and iced espresso transactions increased by more than 40%. The campaign drove a 4.9% lift in incremental store traffic, and Dunkin’s market share of total espresso coffee servings within QSR increased compared to the same time the previous year.
— Ed Finkel
— Michael Applebaum
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THE 2020 GUIDE TO
SHOPPER MARKETING AGENCIES A publication of
Featuring company profiles from: Blue Chip • Colangelo • Collaborative Marketing Group • Edge Marketing FCB/RED • HMT Associates Inc. • IN Connected Marketing • Mosaic North America Phoenix Creative Co. • Propac • The Mars Agency • TPN • Upshot
2020 SHOPPER MARKETING AGENCIES SOLUTIONS GUIDE
Blue Chip is an independent, creative marketing agency based in Chicago with proven expertise in brand and shopper marketing. We offer the talent and scale of a holding company with the urgency and ownership of a private agency. This empowers us to be difference makers. It inspires us to make what matters, proudly partnering with some of the most well-respected brands in the world.
services Shopper marketing E- commerce Integrated media Creative & content Brand marketing
Food & beverage Health & wellness Household products & durables Beauty & personal care Apparel & footwear
Two Shopper Marketing Effie awards, 2019
Joy Mead - EVP, Client Leadership
14 members of P2P Whoâ&#x20AC;&#x2122;s Who in Shopper Marketing and Women in Excellence, 2017-2020 Proud member of the Shopper Marketing Measurement Commission, 2020 Proud sponsor of P2PX Digital Expo, November 2020
Jason Geis - VP, Group Creative Director Chris Emery - Director, Retail Intelligence David Hubert - Director, Digital Analytics
in touch Dan Eisenberg, SVP firstname.lastname@example.org 847-418-8082
no matter where
we make it...
2020 SHOPPER MARKETING AGENCIES SOLUTIONS GUIDE
Our Capabilities Colangelo’s core capability is understanding and leveraging brand and consumer behavior in order to convert human beings to consumers, and consumers to shoppers. We drive affinity and business growth across all classes of trade and channels.
Occasion-Based Shopper Marketing
Our Philosophy Brand Attachment is the goal of everything we do. When consumers feel this type of connection to a brand, their loyalty extends beyond the shelf. Suddenly, they aren’t just shoppers of products, they’re advocates.
We all know that occasions are a key purchase driver for shoppers. But in order for a brand to own one of these occasions, it’s critical that their communication pieces set the desired mood the shopper is looking to create. We’re experts at attaching brands through the moods and the moments of occasions.
What Makes Us Different As an indispensable business partner, we also identify and resolve issues that may be undermining a brand, while simultaneously determining opportunities for evolution and expansion. Our mission is to increase clients’ market share and growth within their category, all at the expense of their competitors.
At-A-Glance WHO WE ARE
PRODUCTS & SERVICES
We’re a passionate team of Brand Behaviorists. Using proven science, we uncover human behaviors that allow us to attach consumers to brands on an emotional level, creating a lifelong bond.
• • • • • •
Alyson Tardif, Owner Don Growhoski, Owner
EXPERTISE Through the discovery of an unconscious ritual behavior we link your brand to your target’s deepest emotional desires. The use of applied semiotics and cognitive cues then triggers that desire into purchase, loyalty, and advocacy.
INDUSTRIES SERVED • CPG – Food, Beverage, Personal Care, Laundry Care, Pet • Restaurants & Retailers • Philanthropic/Non-Profit • Spirits
• • • • • •
Beer Tobacco,Vapes & Cannabis Travel & Hospitality Toys & Games Luxury Electronics
Brand Attachment Occasion-Based Shopper Marketing Trade/Customer Strategy & Branding Brand & Retail Activation Brand Marketing & Execution Digital, Social & eCommerce
CLIENTS • Diageo • Pladis • Godiva • Sabra • Church & Dwight
• • • • •
CONTACT Alyson Tardif Owner email@example.com 203-662-7074
Davidoff Filippo Berio Swisher Newell Edgewell Personal Care
2020 SHOPPER MARKETING AGENCIES SOLUTIONS GUIDE
It’s All About Results Welcome to CMG, a Shopper & Partnership Marketing agency, with a successful track record of providing insight based, strategic and cost-effective program solutions. From day one, we have utilized our knowledge of retailers, as well as what it takes to effectively plan and execute programs, to deliver results for our clients’ brands. Our relationships with our clients’ direct and broker sales organizations have allowed us to collaborate with them, break through the clutter, and create impactful programs that drive incremental and profitable sales. At CMG, we focus our Account and Creative teams on understanding our clients’ objectives, and then creating the right programs that make sense
for our clients, and their key retailers. If you are looking for an agency that combines consumer insights with brand strategies, and turns them into impactful, well executed, Shopper and Partnership Marketing programs, give us a call. WHO WE WORK FOR… Our Clients – CMG works with CPG companies of all sizes. Our approach to servicing these clients is the same no matter their size. The first, and most important step in our approach is to immerse ourselves in our clients’ organizations, to better understand their objectives, strategies and internal systems, so that we can plan, develop, and execute successful programs. After this initial step, it’s all about…
• The Customer – The retailer is king, and without the proper knowledge and experience, any Shopper or Partnership Marketing program can quickly be derailed before it even gets started. CMG has executed account specific programs at key retailers for 20 years, and our senior management team has over 60 years of combined experience. • The Shopper – CMG has demonstrated time and time again that shoppers respond to our programs. We provide a robust balance of offers and tactics that exceed both retailer expectations, and our clients’ desire to reach their most important consumers.
THE FINAL KEY TO OUR SUCCESS… Our Team – We have an experienced team of professionals who are dedicated to their clients’ businesses, and passionate about delivering positive results. We staff each client based on their needs, with the right Account and Creative team members who have the necessary backgrounds to provide top support and deliver successful programs. WE ARE A NATIONALLY RECOGNIZED AGENCY CMG has been included in industry publications lists of top agencies such as Chief Marketer’s Top 200 and Path2Purchase IQ’s “Who’s Who In Shopper Marketing.”
At-A-Glance WHO WE ARE
CMG was established in November 2000 to provide CPG companies with a cost effective alternative for their retail marketing programs. Our objective is to develop programs that address not only our clients’ needs, but also their key customers’ objectives and merchandising philosophies.
Retail Marketing, concentrating in Shopper and Partnership Marketing, with a focus on execution.
• Molson Coors • Chicken Of The Sea International • Del Monte Foods, Inc. • The Wine Group • McCormick & Company, Inc.
INDUSTRIES SERVED • Food • Beverage • Household Products
• Pet Supplies • Travel
PRODUCTS & SERVICES • Program planning and execution • Partner solicitation, negotiation, and contract development • Creative and concept development • Digital and Social Marketing management • eCommerce marketing • Budget management • Post promotion reporting and analysis
CONTACT Garrett Plepel, President firstname.lastname@example.org 630-871-6590
Navigate With Confidence We face new challenges every day. Around each bend in the road at retail, we are constantly confronted with unknowns. But this should not deter nor slow our progress. CMG is here for you, our clients, as we adapt to new policies and trends that effect how shoppers’ shop, and how brands reach and influence their consumers’ purchase decisions. For over 20 years, CMG has been an agency partner focused on providing winning brands with effective and profitable Shopper and Partnership Marketing programs. We understand the retail landscape, programs that work, creative ways to target consumers, and how to execute successful digital, e-Commerce and in-store campaigns. Your business is our business, and we never take that lightly. If you are looking for a strategic, execution focused and cost-effective solution for your retail programming, both short and long term, visit us at
S h o p p e r • P a r t n e r s h i p s • D i g i t a l • e - C o m m e rc e
www.collaborativemktg.com | 630.871.6590
2020 SHOPPER MARKETING AGENCIES SOLUTIONS GUIDE
FINDING SIMPLICITY IN A VERY COMPLEX WORLD
2020 has contained a multitude of hurdles to conquer not only in the marketplace, but around the world. COVID-19 has changed how, where, and what Americans are buying. As the world — and marketplace — gets more tangled, EDGE strives to cut through the clutter with simple solutions that answer the needs of today’s dynamic shoppers. We stay focused on simplicity because we’re conversion-obsessed, always prepared to create behavior-changing experiences that are custom-built for the borderless retail world — simplifying choice at any and every moment of buy.
OUR DEDICATION TO COLLABORATION POWERS OUR PERFORMANCE
For our clients, we leverage a deeply connected, multidisciplinary organization that strives for excellence through triangulation, collaboration, technology and partnership along with a mixture of heart, hustle, respect, courage and creativity. EDGE strives to deliver programming that resonates with consumers and shoppers — wherever and whenever they demand. We see consumers and shoppers as partners in creating the experience, not just as purchasers. For our associates, we are committed to fostering a culture of “we” where everyone has a voice in a supportive environment, with values that represent our humanity and integrity and further our indisputable belief that we can deliver top notch work by empowering our great people.
WE ARE FEARLESS
We understand that, especially now, the only constant is change — and innovation is the lifeblood of staying culturally relevant. We are unafraid to leap forward, embrace change and compel your audiences to take action. It’s what gives us our edge and gives you the advantage over your competition, now and moving ahead in a post-COVID world.
AT-A-GLANCE WHO WE ARE
PRODUCTS & SERVICES
Marketing and conversion experts, rooted in retail, who combine our experience and passion to unlock opportunities in this borderless environment. We deliver experiences that bring clarity and simplify choice while driving trips,
• Consumer and Shopper Marketing • Behavioral and Shopper Insights • Consumer and Purchase Journey Research & Development • Digital Strategy and Shopper Media Planning • Creative Development and Execution
Allison Welker, General Manager Liz Fogerty, Chief Strategy Officer Marcella Oglesby, VP Group Creative Director
building brands and building baskets.
• Measurement & Analytics
EXPERTISE Delivering a connected conversation to influence behavior at each point in the journey, enabling conversion anytime, anywhere.
YEAR STARTED 2013
We change with the tide It takes revolutionary thinking to power through the unexpected. At EDGE, we embrace change, adopt new thinking and adjust our approach to meet the demands of the evolving shopper landscape and our clients’ needs. We stay ahead of consumer trends while forging innovative solutions to drive conversion and nimbly navigate the tides of change. Connect with us at WelcomeToEDGE.com. Let’s create something incredible — together.
heart hustle respect courage creativity WelcomeToEDGE.com /
2020 SHOPPER MARKETING AGENCIES SOLUTIONS GUIDE
WE ARE A SHOPPER AND CONNECTED COMMERCE AGENCY We believe in seamless solutions that holistically address the complexity of commerce and shopping behavior in the ever-changing retail landscape.
ABOUT US Top ranked in brand engagement and shopper marketing, FCB/RED treats every touchpoint as an opportunity to build a brand and change shopper behavior. With in-depth retailer knowledge and expertise, we approach the ever-growing complexity of modern commerce through a proprietary strategic model we call FCB/RED Shopping Systems. We created this model of interconnected commerce and communications to make the buy better for brands, consumers and shoppers.
WIN WITH US With ten straight years of Effie-winning success, we are mastering modern retail commerce and driving results.
GETCHA BUD LIGHT HEEEEYA We created a 360 campaign to drive delivery of Bud Light on ecommerce platforms by recreating the beer vendor experience for thirsty sports fans stuck watching games at home due to the pandemic.
AWESOMER TOGETHER To support NBC’s official launch of their new streaming service ‘Peacock’, we developed a full store takeover that unites both Xfinity and Peacock to excite and encourage customers to explore the new offering across our Xfinity Flex and X1 products in-store.
DON’T WASTE IT Coca-Cola was at risk of being removed from Notre Dame’s campus due to the anti-plastic movement, so we created a campaign that had presence in-stadium, on campus and in-store to encourage students and fans to make a difference by recycling.
AT-A-GLANCE WHO WE ARE
The award-winning shopper and connected commerce agency that exists to improve the lives of shoppers, and deliver results for our clients. We operate globally, with experts in 10+ North American locations and reach in 150+ offices in 80 countries.
• Shopper & Consumer Insights, Planning, Measurement and Analytics
• Retailer Expertise, including Amazon practice
• AB InBev • Brown-Forman • Clorox • Coca-Cola • Comcast
• Brand Experience and Environmental Design
• Connected Commerce: physical, social, conversational and e-commerce
• Digital, Social, Mobile Engagement and CRM
• Brand Activation and FCBX Experiential Events • Content Creation, Full-scale Production, Media and Distribution
• Kimberly-Clark • GE Appliances • Samsung • Barilla • Burger King
Howard Klein SVP, Group Management Director email@example.com 312.425.5048
ARCHITECTING THE FUTURE OF BUYING As the world around us is changing,
shopper behaviors are too. FCB/RED is at the forefront of change, providing insights and integrated commerce-driving solutions for
today’s evolving retail landscape.
VP–Director, Digital Platforms
VP–Director, Strategic Planning
2020 SHOPPER MARKETING AGENCIES SOLUTIONS GUIDE
hmt’s FOURmulasm drives success for your brand. Our proprietary 4-step process, from planning through performance measurement, enables us to consistently deliver award-winning results for our clients across multiple areas of expertise: Shopper Marketing – retail intimacy is embedded in our DNA
Pairing this deep understanding of shopper behavior with our connected commerce expertise enables us to drive conversion at every touchpoint.
Experiential - we make experiences happen
Whether an immersive pop-up, PR stunt, mobile tour or retailtainment, we strategically design from ideation to activation with your goals at the forefront of every idea.
Consumer Engagement – we build relationships
By identifying what’s important to consumers, we create strategic campaigns that make meaningful connections, build brand awareness and create lifelong loyalists.
Abbott Nutrition Lactalis American Group, Inc. B&G Foods, Inc. Heineken USA The Kraft Heinz Company Mondelēz International PepsiCo
Lisa Norat SVP, Business Leadership Laura Moser Director of Business Leadership & Client Development Paul Ballew Director of Strategy & Planning
Contacts Erin Keller Business Development Joe Conti Business Development firstname.lastname@example.org 216.369.0109
Scan to k ec ch
Virtual Experiences Primary & Secondary Research Connected Media Content & Concept Development Partnerships & Sponsorships Sales Planning
Patti Conti President/CEO
ou in to ur aw rd-winn a
With our finger on the pulse of the evolving commerce landscape, our connected media expertise informs us how and where to deliver your brand message to convert search into purchase.
the shopper-focused brand engagement agency
Find us at hmtassociates.com email@example.com or call us: 216.369.0109
ÂŠ 2020 HMT Associates, Inc.
W E T R A N S F O R M T H E WAY S H O P P E R S
FIND, BUY & LOVE BRANDS Our robust insight tools and custom DMP allow us to know when, where and how to deliver the most effective shopper connections.
W H AT ’ S
We live Connected Commerce, and leverage our hyperconnectivity to retailers for commerce-ready activations that let every moment be a buy moment.
We know that connections can happen any time, even after purchase. That’s why we embrace all points of engaging, educating, co-creating, unboxing and more.
As data management becomes the new competitive advantage for clients, we’ve launched our Commercial Optimization discipline – the marriage of predictive analytics + opportunity sizing + offer strategy + vendor optimization. In the commerce media space, our proprietary offering of Conductor™ and Stock Aware™ has brought a new level of precision targeting.
AT-A-GLANCE EXPERTISE Connected Commerce | Shopper Marketing | Brand Activation | Brand Strategy & Insights | Consumer Segmentation & Connected Planning | Creative | Partnerships | Measurement & Advanced Analytics | eCommerce | Menu Marketing
• New Data Pipelines
• Food & Beverage
Valerie Bernstein, EVP New Business
• Enterprise AI
• Health & Wellness
Dino de Leon, EVP Executive Creative Director
• Non-Premise Commerce
• Personal Care & Beauty
Holly Quinn, EVP Operations
• Commerce Ready Branding
Jenn Gioffre, SVP Client Services
• Home Goods
Sherif Fahmy, SVP Commercial Optimization & Analytics
• Baby Care • Pet Care
CONTACT Valerie Bernstein, EVP New Business Valerie.firstname.lastname@example.org 646.924.8601
LIVE AREA 10.25”
In a world of inﬁnite possibilities, it’s essential to choose the right agency to guide you on a In a world of inﬁnite possibilities, it’s essential to choose the right agency to guide you on a fearless pursuit of your vision. And at IN Connected, we’re proud to have the foresight and fearless pursuit of your vision. And at IN Connected, we’re proud to have the foresight and resources to deliver what’s next in commerce. Join us in our charge toward the horizon to resources to deliver what’s next in commerce. Join us in our charge toward the horizon to discover a bright future for your brand. discover a bright future for your brand.
2020 SHOPPER MARKETING AGENCIES SOLUTIONS GUIDE
We build brands in dimension. We see today’s multi-dimensional path to purchase as an opportunity to strengthen a brand’s purpose and drive purchase at every omni-channel touchpoint. As a North American Integrated Marketing Agency, our capabilities enable us to build brands in dimension, driving communication, conversation and conversion throughout the entire consumer journey. We believe in creating work that works. That means bringing our Strategy, Measurement and Insights team to the table first, to discover your brand’s purpose and implement objectives to drive measurable results. Together with our parent company Acosta, Mosaic is also able to provide a depth of retailer knowledge. Our teams are aligned in understanding all activity between category, sales and marketing by retailer. This approach enables us to create meaningful partnerships with clients, allowing for collaborative efficient programming that drives results.
At-A-Glance WHO WE ARE
PRODUCTS & SERVICES
Mosaic is an award-winning North American Integrated Marketing Agency with US offices in New York, Chicago, Dallas, Los Angeles, San Francisco and Seattle and Canadian offices in Toronto, Mississauga and Montreal.
Shopper Marketing, Consumer Promotion, Retail Media, Ecommerce, Brand & Package Design, In-Store Demo/Sampling, Retail Activation, Content Development & Production, Experiential Marketing, Influencer Marketing, Integrated Strategy, Insights, Creative, Measurement & Analytics
Lee Esmond, Senior Vice President, Retail, Shopper and Experiential Marketing
EXPERTISE Powered by integrated marketing experts and subject-matter experts in commerce, content and experiential, Mosaic’s multi-disciplinary, omni-channel approach drives efficiency and effectiveness for our diverse mix of clients.
INDUSTRIES SERVED • Retail • CPG • Food, Beverage and Spirits
• Technology & Consumer Electronics • Health & Beauty • Consumer Appliances
Justine Greenwald, Senior Vice President, Executive Creative Director Diana Allwein, Group Retail Strategy Director Bill Haveron, Group Shopper Marketing Director
We build brands in dimension.
Concept to Conversion, Visit mosaic.com to see how we can help you.
we see every touchpoint in today's multi-dimensional shopper journey as an opportunity to build brands and drive sales at the same time.
2020 SHOPPER MARKETING AGENCIES SOLUTIONS GUIDE
Quick Thinking. Nimble Results. We work hard for our clients. Although we’re much more than a “quick-turn” agency, we’ve been known to work wonders with the deadliest of deadlines. Whether it’s getting a simple shelf-talker to press or getting a 360-degree, channel-specific strategy ready for launch, we do whatever it takes.
Everything from Package to Purchase Branding, packaging, advertising, shopper marketing, digital, social... the experience your customers have with your product is about more than just having all the right components. It’s about having them all work together right. At Phoenix Creative, we have dedicated, in-house expertise for every point along your product’s and shoppers’ path to purchase. That’s why we understand how your packaging can play a vital role in your advertising, how to tailor your in-store pieces to magnify the impact of your social efforts, and how to make your branding matter in even the most cluttered retail environments. Whether you need a single service or a complete program that gets your product from the warehouse to their house, we can help.
Dedicated account staff, top-tier designers—all working together to get the job done. We value good people and great thinking. It’s not unusual to find a client or employee who’s been with us for 20 years or longer. No matter the title, each of us honors the strategic perspective of an account executive, the vision of a writer, and the passion of an artist.
We Live Retail We work with brands, but we also know retailers. Brand marketing only gets a part of the way down the path-to-purchase. In order to reach the end and win basket share, we have built ourselves into a partner that knows how to position brands with an eye toward each specific retailer’s footprint, digital assets, loyalty programs, and marketing requirements. Brand messaging plus retailer know-how equals a winning combination.
At-A-Glance WHO WE ARE
PRODUCTS & SERVICES
We’re an award-winning agency located in downtown St. Louis. We’ve been helping businesses of all types find their voice in the marketplace since 1989. In our book, big ideas aren’t limited to big budgets. Everybody’s message can shine.
• Shopper Marketing – strategic planning, concept, design • Retail Design – channel specific, regional, retailer focused • Packaging – design, extrapolation, production • Advertising – promotional campaigns, full-service marketing • Content Creation – social, mass media, mobile
Abbey Ash, Partner, Director of Shopper Marketing David Dolak, Partner, Chief Creative Officer Keith Schwahn, Partner, Director of Production Services Matt O’Neill, Senior Partner
EXPERTISE Our shopper marketing know-how comes from 30 years of extensive, battle-tested, retail experience. Strategic planning, concept development, and design/message execution are all of equal importance to our agency vision and our clients’ success.
INDUSTRIES SERVED • Consumer Packaged Goods • Retail • Alcohol
• • • •
Automotive Commercial/Industrial Durable Goods OTC
MAJOR CLIENTS • Mondelēz • Sanofi International • Luxco • 7-Eleven • Schaeffer • Anheuser-Busch InBev Manufacturing • AB Mauri N. America
CONTACT Abbey Ash Partner, Director of Shopper Marketing email@example.com 314-624-1804
GET MORE BANG for your MARKETING BUCK PHOENIXCREATIVE.COM
2020 SHOPPER MARKETING AGENCIES SOLUTIONS GUIDE
From concept to execution, Propac Agency crafts ideas that bring brands to life, which means victory for our clients. So, what does victory look like? Tapping “Buy.” Finding a new favorite at a sampling event. Trying a brand that cuts through the clutter at-shelf. As brand warriors, we champion our clients and go to battle for them every day. We are a full-service marketing agency blending shopper insights with retailer knowledge to connect brands to buyers. And, because the marketplace is ever-changing, we forge new ways to engage those buyers at every touchpoint. Though there are many victories throughout the shopper journey, we always inspire the buyer to ACT. It’s our badge of honor and pride.
Propac On Demand can provide support and resources quickly and efficiently in today’s shifting environment. As 30-year veterans of the retail environment, we know the marketplace landscape is always changing. Whether you need to meet retailer demand or seize last-minute opportunities, Propac On Demand can provide support and resources as needed. Our Propac On Demand team will move swiftly and nimbly to provide custom solutions that are effective, time-saving, and cost efficient for your project work.
PRODUCTS & SERVICES
• Shopper Marketing • Brand Activation • Brand Engagement
• • • • • •
Chase Daigle Director, New Business firstname.lastname@example.org 469.969.6630
INDUSTRIES SERVED • • • • •
Food & Beverage Quick Service Restaurants Sports & Entertainment Retail Spirit & Beverage
Branding Digital, Social + Mobile E-Commerce Strategic Planning & Insights Brand & Retail Activation Retailtainment/Sampling & Mobile Tours
MAJOR CLIENTS • • • •
Frito-Lay North America PepsiCo Beverage Quaker Foods North America Dean Foods
THE RETAIL LANDSCAPE LOOKS DIFFERENT.
BUT VICTORY DOESNÊ¼T. our success in shopper game
didn't come by accident.
It's built on forging
DEEP DIVING intheto
with a lot of sweat & tears.
And really, really
HARD WORK to
engage buyer s! Though this is just
VICTORY that we can bring to our clients,
it's always about
with at the RIGHT PLACE, at the RIGHT TIME.
Scan to see how Propac can help!
2020 SHOPPER MARKETING AGENCIES SOLUTIONS GUIDE
We influence shoppers at every point from prompt to purchase and beyond using every touch available by leveraging the Smartest Humanity + Latest Technology.
We’ve partnered with both brands and retailers through decades of shopping evolution, understanding the environment and having both insight and influence on its future.
Our cross-functional commerce teams are on the ground with the nation’s most influential retailers building relationships, collecting intelligence and advising clients.
We’ve pioneered an agile marketing platform to manage, understand, predict, shape and enhance the shopper experience in ways previously unimaginable.
Shopper Planning & Activation Strategic Promotions & Partnerships Shopper-first Design Brand Experience
Retailer-Specific Programming Strategic Selling Retailer Media Planning & Buying Ecomm Strategy & Optimization
Project & Budget Management Shopper Journey & Influences Predictive Planning Measurement & Evaluation
At-A-Glance WHO WE ARE
We are a fiercely independent marketing agency that accelerates growth through shopper influence. Founded in 1972, The Mars Agency is headquartered in Detroit with 11 offices worldwide and 350+ employees affectionately known as “Martians.” We’ve built a culture centered around growth, helping clients find growth opportunities through consumers, shoppers and customers – everywhere.
• • • • • • • • • •
Ken Barnett, Global CEO Rob Rivenburgh, CEO North America Darren Keen, CEO International Markets
Bacardi Limited Big Y Supermarkets Campbell Soup Company Conagra Brands Hallmark Henkel Nestlé Waters Samsung Tillamook Creamery Walmart Canada
CONTACT Rob Rivenburgh email@example.com (248) 936-2231
DO YOU KNOW IF YOUR DATA IS BEING MANAGED PROPERLY? DO YOU KNOW HOW YOUR PROGRAMS ARE PERFORMING? DO YOU KNOW HOW YOUR SHOPPERS ARE BEHAVING?
MARILYNSM SMART BRIDGE
Plan, track and report program-level details across timing & budgets to more effectively measure results.
MARILYNSM SHOPPER MARKETING MIX MODELING
Measure results & understand ROI by channel, retailer and tactic level for future program optimization.
MARILYNSM JOURNEY MAPPER & INFLUENCE OPTIMIZER
Plan more effective, conversion-driving media by better understanding your shoppers’ feelings, actions, behaviors and media usage.
KNOW MORE. NOW. meetmarilyn.ai Unleash your shopper team’s productivity with a single marketing platform designed to manage, understand, predict, shape and enhance the shopper experience.
© 2020 Mars Advertising, Inc. All Rights Reserved.
2020 SHOPPER MARKETING AGENCIES SOLUTIONS GUIDE www.tpnretail.com
Linking Vision + Action We influence attitudes and behaviors with tailored solutions that build brands and baskets for our clients. Our diverse capabilities and areas of expertise enable TPN to create compelling experiences all along the purchase journey, all seamlessly linked to fulfill the promise we make to every client: We make the buy happen.
Fusing Insights + Imagination Every opportunity begins with a deep understanding of key stakeholders, backed by a perfect blend of data, research, experience and instinct. Our strategies are based on true insights that inspire world-class creative, so we can reach and engage shoppers with messages, stories, and offers that resonate with them and drive the sale.
Master your approach to Digital Commerce
VCG is a commerce consultancy that works across digital and physical channels, combining technology, business strategy, and omnichannel execution to maximize our clients’ consumer engagement, elevate sales, and build loyalty. Our team of retail veterans have deep consulting and client-side experience, and can offer expertise in all significant retail channels: omni-channel, Amazon, DTC and pure-play ecommerce retailers. This collective group of commerce experts draws on the combined power of Omnicom to solve retail challenges across channels, creating “Complete Commerce” solutions.
At-A-Glance INDUSTRIES SERVED
TPN is the creative commerce agency. We bring together insights and imagination to make the buy happen again + again.
• • • • •
• • • • • • •
Leveraging our capabilities across digital and traditional spaces, we meet our clients’ customers at the various touchpoints of their journey through our diverse capabilities and proprietary tools.
• • • •
WHO WE ARE
Retailer Consumer Finance CPG Telecom Healthcare
Data Insights + Intelligence Commerce Strategy + Consulting Journey + Customer Experience Design Omnichannel Media + Activation Content Creation + Management Technology + Innovation Brand + Strategic Partnerships
Joe Scartz – Chief Digital Commerce Officer Sarah Cunningham – Chief Growth Officer Christy O’Pella – Senior Managing Director Cheryl Policastro – Managing Director, Head of Strategy & Insights
Make the buy happen again + again
The point of sale is everywhere, so weâ&#x20AC;&#x2122;re there, too, creating brand experiences that inspire the imagination and spur the purchase. In an always-on there world, weâ&#x20AC;&#x2122;re an always-there agency. Shopper + Retail + Brand + Digital Commerce Contact TPN to learn more about how we can help you make the buy happen. Sarah_Cunningham@tpnretail.com
2020 SHOPPER MARKETING AGENCIES SOLUTIONS GUIDE
We Create Brand Excitement
Who We Are
Today’s shoppers expect more than a one-way connection or transactional exchange with brands. They seek, and buy, brands that create a dynamic, two-way, ongoing relationship.
Upshot is a Chicago-based, full-service creative agency. For over 20 years, we have remained at the forefront of shopper marketing, delivering through-the-line, brand-building, action-driving shopper marketing programs for brands and retailers.
Where we shine:
At Upshot, we inspire brand participation by uniquely engaging shoppers’ passions.
• Launching products and services • Invigorating brands and categories
We do this through daring, imaginative, of-the-moment ideas, activations, and experiences that ignite brand participation, preference, and purchase.
• Reimagining experiences—social, digital & physical • Winning key moments and occasions
What Makes Us Different Upshot is uniquely built to navigate the increasingly complex retailer ecosystems, delivering shopper-ready ideas and activations that build the brand and inspire purchase simultaneously. •
Shopper-first connection planning: identifying high-value behaviors to drive optimal conversion; hyper personalized, dynamic, and real-time
Commerce-ready social media: connecting lifestyle moments with commerce opportunities; creating a compelling reason to buy now
Predictive measurement & analytics: optimizing shopper program spend and impact; data-driven discovery and proprietary analytic models and tools
PRODUCTS & SERVICES
Branding & Design, Advertising, Brand Initiatives & Promotions, Social Media, Shopper Marketing, Strategic Planning & Research, Media Planning & Buying, Measurement & Analytics, Entertainment & Partnerships, Website Design & Development and Public Relations.
• • • • • •
Ellen Slauson, EVP, Operations Lisa Hurst, EVP, Marketing Suzanna Bierwirth, EVP, Executive Creative Director Udayan Kolandra, SVP, Strategic Planning
INDUSTRIES SERVED • • • • • • • •
Health & Beauty Entertainment Food & Beverages Leisure, Travel & Tourism Smart Home & Building Materials Better-for-You Brands Technology Retail
Shopper Marketing Branding & Design Brand Initiatives & Promotions Commerce-Ready Social Media Retail Design Media Planning & Buying
MAJOR CLIENTS • • • • • •
Constellation Brands Google Starbucks Corporation Johnson & Johnson Procter & Gamble The Fresh Market
• Chamberlain Group • ACH Food Companies • Schwan’s Consumer Brands • NatureMade
CONTACT Jay Davidson SVP, Business Development JayDavidson@Upshotmail.com
brand love buying There was a time when creating brand love was the way to get shoppers to buy. But that was then. Today, shoppers expect a new relationship with brands. SEE OU R WOR K IN ACTION: U PSHOT.A GENCY/SHOPPER
Donâ&#x20AC;&#x2122;t miss these other upcoming Industry Guides appearing only in Path to Purchase IQ magazine in 2020.
E-Commerce November 2019
Digital Shopper Technology December 2020
Contact Arlene Schusteff at Path to Purchase IQ at firstname.lastname@example.org or (773) 992-4414 for more information.
THE PATH TO PURCHASE INSTITUTE is the only community that connects commerce and marketing professionals to the intelligence, innovation, and influence needed to navigate the complexityÂ of todayâ&#x20AC;&#x2122;s consumer retail landscape and drive growth.
JOIN THE LEADERS WHO ARE SHAPING THE FUTURE OF COMMERCE!
THE INTELLIGENCE: Expert and editorial insights covering in-store, digital, retail marketing, actionable insights to drive shopper engagement and sales. Highly relevant and content-rich professional development and training courses designed to provide the know-how for tomorrow. THE INNOVATION: Amplify your thought leadership, competitive edge, and be part of the elite consumer goods executive community. THE INFLUENCE: A community that unites brand manufacturers, retailers, agencies, and solution providers through world-class events and peer-to-peer partnerships.
BECOM E A M E M BE R TO DAY ! To learn more about membership packages that align with your goals, please contact your sales representative or visit p2pi.org/membership.
2020 EFFIE COMMERCE & SHOPPER AWARDS
“Pints and Plates Pizza Pairings at Walmart”
“This is How Texas Does S’mores”
Marketer: MillerCoors Agency: Arc Worldwide Effie Commerce & Shopper Category: Single-Retailer Program: Mass Merchants (Finalist)
Marketer: Hershey Co. Agency: TPN Retail Effie Commerce & Shopper Category: Single-Retailer Program: Supermarkets (Winner)
By midsummer of 2018, MillerCoors’ beer sales were declining nearly 2% at major retailers across the U.S. In fact, all of the major breweries were struggling as more and more people were choosing wine and spirits over beer. The majority of those losses were coming from Millennials, and MillerCoors needed a way to bring them back into the fold. Creating a program around food pairings was a strong bet. Research showed that 58% of Millennials consider themselves to be foodies. Still, because pairing food with wine is more familiar, the rise of food culture has been phenomenal for wine sales at the expense of beer. MillerCoors saw an opportunity to win over a segment it called “Facile Foodies,” who love the idea of being a foodie but not the effort it takes to cook like one. The brand focused its activation specifically on Walmart, given that the retailer had recently enjoyed growth in the “metro Millennial” segment who trended more urban and affluent. “Pints and Plates” was a total-store activation built around pairing MillerCoors beers with a favorite, easy-to-make food among Millennials: artisan pizza. MillerCoors reps worked with master cicerones (world-certified tasting experts) to pair the perfect beer with one of four of Walmart’s premium take-and-bake pizzas. An in-store tasting event delivered samples, tasting notes and a special discount offer, and the program was cross-promoted in both the beer aisle and pizza case. All P-O-P materials, samples and offers drove shoppers to PintsandPlates.com, a web- and mobile-enabled site that provides education and inspiration on beer and food pairings, along with entertaining ideas and recipes. Thanks to these efforts, sales of promoted MillerCoors beer brands grew by 14% at Walmart compared to the previous period. Out-of-aisle beer displays performed far beyond expectations, driving a 98% increase in sales at stores with the activation. Walmart was flooded with pizza sales, which had been consistently flat but increased an average of 38% during the program.
After Texas-based retailer H-E-B took a bite out of the promotional season for s’mores by cutting it back four weeks, Hershey still managed to achieve its annual volume of six-pack chocolate bar sales by playing to local shoppers’ Tex-Mex tastes. The four-week promotional reduction could have meant a sales shortfall of $58,000. But the “This is How Texas Does S’mores” campaign, created in conjunction with TPN Retail, filled the gap by pairing classic s’mores fixings with ingredients that appealed to the retailer’s shoppers. Given that s’mores are the cornerstone of Hershey’s summer activations, the brand needed to freshen up its campaign after lackluster sales results in 2018 at H-E-B, which had led to the promotional cutback. Hershey considered the regionality of H-E-B as a Texas-only grocer, which meant surmounting the challenge that summers are so hot that people tend not to gather around the kinds of campfires where s’mores are typically made. Hershey and TPN also had to bake in the fact that H-E-B shoppers look to the grocery chain to provide them with unique, Texas-only products – and they see s’mores as more generic in that context. But research found that the H-E-B shopper mom does want new ways to create family summer fun. So the brand landed on the regionalized concept of “Sugar + Spice.” To bring that to life, the partners worked together to put a twist on s’mores that included H-E-B brand tortillas, Hershey’s milk chocolate six-packs, cinnamon, cayenne pepper and marshmallows – a recipe designed to be made over an indoor fire. A collaboration between the sales team and staff in Hershey’s kitchen led to the recipe, which was promoted through articles in H-E-B’s My Texas Life magazine, digital commerce on an HEB.com recipe inspiration page, postings on blogs and social media, and engagement through regional influencers to gain Texas cred. In stores, the campaign included an endcap, secondary four-way rack displays and lug-on signs. Throughout the campaign, the target shopper received inspiration through family-focused, Texas-inspired s’mores ideas, including a quesadilla recipe coloring sheet for children. Ultimately, the “Sugar + Spice” concept hit home with Texas shoppers. Hershey exceeded its goals for the campaign, boosting orders by 26.4%, retail sales by 25.3%, and unit sales by 7.2% over 2018 as more than half (57%) of H-E-B stores executed the campaign.
— Michael Applebaum
— Ed Finkel
| 56 | pathtopurchaseiq.com 8/21/20 12:13 PM
2020 EFFIE COMMERCE & SHOPPER AWARDS
“Enjoy Coca-Cola - Make Your Summer”
“Doggie Days of Summer”
Marketer: Coca-Cola Co. Agency: Momentum Worldwide Effie Commerce & Shopper Category: Seasonal/Event (Finalist)
Marketer: J.M. Smucker Co. Agency: IN Connected Marketing Effie Commerce & Shopper Category: Seasonal/Event (Finalist)
To tap into excitement among consumers about the possibilities of summer – their plans for adventure, greater spontaneity and openness to bending the rules – Coca-Cola Co. worked with agency Momentum Worldwide to ensure that Coke became part of their seasonal moments. The central vehicle for doing so provided shoppers with the ability to use mobile phones to unlock a “Sip & Scan” mechanism on each bottle of Coke that connected them with one of 150,000 experiences available through an electronic sweepstakes. These spanned everything from day-to-day digital engagements to larger-than-life experiences like hitting the red carpet with the cast of “Stranger Things” at the Netflix series’ season premiere,” or tossing the coin at the beginning of a FIFA World Cup U.S. Women’s Soccer game next to star Alex Morgan. At the outset, the soft-drink brand wanted to leverage a number of seasonal consumer behaviors and attitudes to maintain household penetration, increase total retail dollar sales by at least 0.5%, and boost average spend per trip by at least 2% over the previous year. The resulting “Enjoy Coca-Cola - Make Your Summer” campaign was based on shopper insights like the fact that people make more trips to the store during the summer because of occasions like concerts in the park and outdoor grilling; that shoppers see summer as a time to break a few rules and enjoy themselves; and that summer prompts shoppers to seek inspiration from their favorite brands. The campaign targeted two shopper demographics: 13- to 25-year-olds who stay “true-to-self” by sporadically buying a Coke at their favorite convenience store, and adults 30 or older who are heads of multicultural households, have been buying fewer if any Cokes, and shop at supermarkets or mass merchandisers. Beyond the “Sip & Scan” sweepstakes, the campaign spanned a 360-degree effort involving all facets of the marketing mix. Ultimately, Coke sales increased exponentially beyond the goal, the brand saw growth among young adults (despite negative growth across the carbonated soft drink category), and average spend per trip rose 25% above the original goal (and greater than 80% above the category).
The J.M. Smucker Co. worked with IN Connected Marketing on the “Doggie Days of Summer” campaign, which succeeded in standing out from the pack to drive conversion in the dog food category and grow Smucker brands among Walmart shoppers. Research had shown that more than half of the Walmart shoppers who own dogs were buying food for their pets at other stores, while many who did purchase at Walmart were choosing the key competitors of Smucker brands. Based on the notion that summer brings a change in mindset among shoppers – an increased sense of adventure, exploration and spontaneity – Smucker and IN Connected figured it was the perfect time to get Walmart shoppers to break out of their routines, including the way they bought on autopilot in the dog food category. The “Doggie Days of Summer” campaign came to life through an omnichannel experience. The campaign leaned heavily on pre-shop moments to bring shoppers to the category, engaging with them over paid social media along with ads through Walmart Media Group and offsite media to ensure that the brand messaging broke through. To strategize, Smucker and IN Connected drew from both primary research and Walmart shopper data to target three segments of pet parents: “The Flavor Fanatic,” who focuses on taste for their dog; “The Fueler,” who is health and wellness-focused; and “The Nourisher,” who looks for a balance of taste and quality. They scrutinized each of these groups to determine their purchase patterns, how they enjoy summer, and how they take care of their dog. The campaign partners collaborated with both Walmart and contributing agency ViacomCBS Shopper to meticulously select social influencers who captured the persona of each segment and whose voice resonated with Walmart shoppers. This program positioned Smucker brands as “flavorful fuel” for summer fun, creating relevant, sharable video content and showcasing dogs in all their summer glory with tailored influencer messaging based on the preferences of each segment (for example, those who regularly visit dog parks). Based on the original goal of driving traffic and conversion for Smucker brands and the overall category at Walmart, the partners measured through conversion and trip KPIs. They succeeded in driving Walmart shoppers to choose Smucker brands over competitors at the retailer, helped grow the entire pet food category, boosted the number of category trips for those already buying there, and exceeded their own brand KPIs – all resulting in a positive return on investment.
— Ed Finkel
— Ed Finkel
| 57 | pathtopurchaseiq.com 8/21/20 12:13 PM
2020 EFFIE COMMERCE & SHOPPER AWARDS
“SelfieSTIX: Making It Easier to Get Close-Ups With Your Dog” Marketer: Mars Petcare Agency: BBDO New York Effie Shopper & Commerce Category: Single-Retailer Program: Mass Merchants (Winner)
“Distinct by Design” Marketer: GE Appliances Agency: FCB Chicago Effie Commerce & Shopper Category: New Product/Service Introduction (Finalist)
Once a pioneer in the dog oral care category, the Dentastix brand from Pedigree was lagging in an overcrowded market full of copycats. Wanting to reverse declining sales and distribution, Pedigree (produced by Mars Petcare), needed an exciting concept to get the attention of retailers and shoppers. The category itself had been faltering overall, and Dentastix had been losing sales and shelf facings even more quickly. Research found that while 80% of dogs have gum disease, 90% of owners do not believe their pets face this issue – which made healthrelated claims like “reduces 80% of tartar” of limited value. So with help from BBDO New York and in partnership with Target, Pedigree sought an emotional appeal instead, beginning with the insight that pet owners love to take selfies with their dogs – except that the dogs never actually look at the camera. This prompted the creation of SelfieSTIX, a clip that affixes Dentastix to mobile phones, inducing dogs to look at the camera as they’re staring longingly at the treat; along with Dentastix Studios, an app that enhances those photos with Snapchatlike filters that add silly features like hats, glasses or mustaches. During the summer 2019 campaign, Pedigree and its partners leveraged social channels like Facebook, Instagram and Snapchat to reach potential shoppers with PR messages, influencer content, and fun short films that showed the range of selfie and photoenhancement possibilities. The brand and campaign also were featured in a landing page on Pedigree.com. Out-of-aisle displays, decked out in Dentastix’s bright yellow colors, ended up in 1,185 Target stores, meeting the brand’s goal on that front. Social media impressions totaled 101.7 million, about 62.7% beyond expectations, while impressions among the influencer and PR campaigns hit 113.5 million, 69.4% above the goal. Bottom line: Dentastix had been expected to decline 8% in sales at Target vs. the previous year. During the activation period, sales rose 15% versus the previous 10 weeks, which led to a much more palatable 3% decline for the year. The brand’s average distribution at Target rose 11%, and data from the retailer showed the displays were 15% more effective than an average endcap. And the campaign paid dividends even beyond Target, with a 2% lift across all mass retailers.
The appliance section of a department store often blurs together as a “sea of sameness,” and shoppers who make purchase decisions about kitchen appliances often choose functional, predictable designs rather than considering stylistic elements. In addition to these challenges, the Cafe brand from GE Appliances faced a lack of brand recognition since “GE” had been removed from the name (formerly GE Cafe) while at the same time it was introducing a new upscale product line, Matte White. Through the “Distinct by Design” campaign, Cafe sought to distinguish itself not only for its cooking performance but also for its visual impact. Targeting a consumer segment dubbed the “Style Steward,” a mostly female psychographic that comprises 19% of appliance shoppers, the campaign attempted to coax those shoppers to showcase their self-expression in the kitchen. Over the course of the campaign, conducted with help from FCB/ RED, Cafe beat its sales growth goals. The new Matte White product performed beyond expectations, sales boomed at Best Buy, and desirable floor space opened for the brand at The Home Depot and Lowe’s. Independent dealers also requested a significantly higher number of display units in 2019 than the prior year. To achieve these metrics, Cafe targeted key platforms like premium home style publications and social media influencers to drive the activation through an omnichannel approach. This included: • Videos that showed how Cafe can help bring personal style to life in the kitchen. • Print creative with appliances featured in the kitchen to show how they bring design concepts to life. • Social content developed specific for each channel, rolled out in stages that built on the lessons learned from previous stages. • Custom content partnerships leading to advertorials, videos and home page digital banners with publications that target “Style Stewards.” • The “Cafe Collective,” a program for influencers in areas like cooking, lifestyle and interior design who are known for encouraging “Style Stewards” to express themselves. They received full suites of kitchen appliances and a contract to bring the target audience along on their journey toward kitchen-focused self-expression.
— Ed Finkel
— Ed Finkel
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2020 EFFIE COMMERCE & SHOPPER AWARDS
“Walmart Be So Egg-stra”
“Triscuit Wheat Story”
Marketer: Hershey Co. Agency: TPN Retail Effie Commerce & Shopper Category: Season/Event (Winner)
Marketer: Mondelez International Agency: Geometry Global Effie Commerce & Shopper Categories: Omnichannel Shopper Solution (Finalist); Single-Retailer Program: Mass Merchants (Finalist)
Hershey worked with Walmart to solve an Easter dilemma: Seasonal candy sales had been declining, but research showed that families hadn’t lost interest in the holiday. Despite wanting to create Easter traditions for their families, moms increasingly lacked the time and inspiration. So the campaign partners worked with TPN Retail to re-engage moms and re-solidify Hershey’s place at the top of gift baskets with the “Be So Egg-stra” campaign, which provided inspirational, fresh, easyto-activate concepts. Using Reese’s Peanut Butter Cups and Cadbury Creme Eggs, historically the biggest Hershey candy brands available at Walmart during the season, the company sought to reverse several years of declining sales that led the retailer to reduce buy-in. The candy maker needed to excite both consumers and Walmart itself. Hershey focused on Millennial and Gen X moms with families, further drilling down into two psycho graphics: “Easter Fanatics” and “Expressive Creatives.” These groups wanted inspiration that was easy (78%), clear (81%) and accessible (77%), and that created new traditions – but without feeling overly traditional. To reach this audience, Hershey and TPN partnered with celebrity influencer Courtney Lopez to create a social media campaign providing custom video content to add new zest to egg hunts, egg decorating and the product basket assortment itself with new Cadbury Shimmer Eggs. They also tapped microinfluencers “The Daily Davidsons,” “GabeBabeTV,” and “Denise Otico.” On digital media, the campaign leveraged target banner ads on Walmart.com and other relevant websites to intercept shoppers. And in stores, the Cadbury Shimmer Eggs were on full display, with signage grabbing shopper attention and events offering hands-on experience with the new Easter activities and doling out samples of the product. In the end, the “Be So Egg-stra” campaign hit the sweet spot, leading to double-digit sales growth for Hershey’s overall as well as jumps for Reese’s (up 17% in repeat purchases) and Cadbury (up 15% on the same). Cadbury Shimmer Eggs were the top new seasonal candy item at Walmart.
In recent years, national brands like Triscuit have struggled to resonate with consumers who increasingly seek out locally sourced food. That trend has certainly been apparent at Meijer: As of 2019, 42% of Meijer shoppers made an extra effort to buy locally grown foods, resulting in waning sales of the Nabisco brand at the chain. Determined to reverse the slide, Triscuit focused its marketing on the Meijer “locavore,” a digitally savvy shopper who prefers to buy high-quality local products, values her Midwestern roots and is actively involved in the community, including a strong interest in supporting local sports teams. To appeal to these shoppers, Triscuit rolled out a multipronged omnichannel program at Meijer that reinforced the brand’s local roots and highlighted its better-for-you ingredients. In stores, two versions of a dedicated endcap (for stores in and outside of Michigan) reinforced the idea that Triscuit wheat is grown locally, with taglines such as “Michigan Wheat Meets Tasty Eats” and bold graphics. A digital landing page on Meijer. com presented unexpected ways to eat Triscuits by highlighting healthy toppings and told the story of the Michigan wheat used in making the crackers. Banner ads showcased recipes and drove shoppers to the custom landing page to learn more about the product history. The brand also participated in the opening night of Meijer’s “LPGA Classic Grand Taste Event” in Grand Rapids, Michigan. Attendees of the women’s professional golf event tasted samples of the recipes that highlighted the local wheat source and heathier nature of the product. Recipe cards with the “Michigan Wheat Meets Tasty Eats” messaging were handed out for further brand engagement. By highlighting Triscuit’s local roots with shoppers in-store, online and at sponsored events, Nabisco delivered double-digit growth for both the category and the brand. Retailer and brand engagement exceeded previous benchmarks, with metrics including 2.5 million impressions generated by the landing page and 2,000 attendees at the LPGA event.
— Ed Finkel
— Michael Applebaum
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2020 EFFIE COMMERCE & SHOPPER AWARDS
“Albertsons Companies Naughty or Nice Oreo Cookie Balls” Marketer: Mondelez International Agency: Geometry Global Effie Commerce & Shopper Category: Single-Retailer Program: Supermarkets (Finalist)
“Nutter Butter at 7-Eleven” Marketer: Mondelez International Agency: Phoenix Creative Effie Commerce & Shopper Category: Single-Retailer Program: Other (Winner)
With more than 20% of annual retail sales reported during the holiday period, the time frame is a must-win for both brands and retailers. Nabisco’s Oreo brand was determined to repeat a blockbuster holiday season from the previous year at Albertsons by rolling out an unconventional solution that had the potential to raise a few eyebrows. The program’s target shopper of “Holiday Hypers” approach the season with a mixture of excitement and anxiety. These moms appreciate the elaborate transformation of the seasonal aisle in Albertsons stores and are highly motivated shoppers, but also feel pressure to produce elaborate decorations, gourmet recipes and perfect gifts. Going against the norm, Nabisco developed an Albertsonsexclusive “Oreo Cookie Ball” recipe featuring two options: a “Naughty” one resembling lumps of coal, and a “Nice” option decorated with sprinkles to look like a Santa hat and snowman. The idea was to give Holiday Hypers permission to be imperfect when prepping festive holiday treats. Moms who forget to grab red and green snowflake sprinkles for the Nice cookie ball, for example, could turn to the two-ingredient Naughty version intended as a holiday recipe “fail.” To reach Albertsons’ digitally savvy shoppers, Oreo deployed online ads through the retailer’s new Performance Media platform, including mobile ads and a homepage thumbnail targeting shoppers based on past purchases and lifestyle segments. All tactics drove shoppers to a landing page containing the cookie ball recipes and basket-building savings on Oreo cookies and private label Lucerne cream cheese (the second ingredient in the Naughty ball). In-store communication included free-standing displays, recipe cards and weekly circular features. The program boosted sales of both Oreos and the cookie category while deploying touchpoints that connected with holiday shoppers. Digital media generated banner click-through rates of 0.68%, which exceeded benchmarks by a 2.4 multiple, and an unusually high store visitation lift of 19.6% among shoppers who were exposed to the campaign elements.
In early 2019, sales of Nabisco’s Nutter Butter cookies had become stale nationally and at 7-Eleven. Mondelez saw an opportunity to commemorate Nutter Butter’s 50th birthday that year while bringing the brand to life with 7-Eleven shoppers in a modern and relevant way. Nutter Butter overindexes with both teenage and Millennial males, and shoppers age 18-34 are primarily driving the growth at 7-Eleven. Yet this audience had little familiarity with the Nutter Butter brand and are unreceptive to traditional advertising. The big idea was to create excitement around a fudge-covered cookie – Nutter Butter’s first major product innovation in more than 15 years – in a segment of the category that was growing by 28% in the convenience channel. To extend into the morning daypart, Mondelez helped create two exclusive new breakfast items at 7-Eleven: a Nutter Butterflavored latte and donut. In stores, shelf talkers highlighted a two-for-$2.50 promotion, while ignage drove brand awareness at the coffee bar. To build baskets, Nutter Butter launched an all-day digital offer: buy any hot beverage and a Nutter Butter product and get 200 bonus points through the 7Rewards app. Since the 7-Eleven Millennial shopper is a digital native, Nutter Butter built a digital-only awareness campaign with messaging on Waze, Instagram and Snapchat. The program culminated on June 12, National Peanut Butter Cookie Day. 7-Eleven shoppers nationwide received a free pack of Nutter Butter cookies through the 7 Rewards app, and the brand held a birthday bash in New York City with viral apparel brand founder and social media superstar Johnny Cupcakes helping to deliver 1,200 custom, collectible Nutter Butter/7-Eleven T-shirts. The birthday program helped grow the cookie category at 7-Eleven, while Mondelez cookies enjoyed double-digit growth and increased market share. Nutter Butter sales tripled during the promotion and were sustained afterward, lifting sales for the year. The Johnny Cupcakes event garnered more than 12 million impressions, Waze added another 2 million with 1,300 navigations to 7-Eleven, and Instagram and Snapchat both returned millions of impressions each.
— Michael Applebaum
— Michael Applebaum
| 60 | pathtopurchaseiq.com 8/21/20 12:13 PM
2020 EFFIE COMMERCE & SHOPPER AWARDS
“Pampers Cruisers 360 Fit Omnichannel Launch at Walmart” Marketer: Procter & Gamble Agency: Saatchi & Saatchi X Effie Commerce & Shopper Category: Omnichannel Shopper Solution (Winner)
“Publix’s ‘Recipe for Happiness’” Marketers: Kraft Heinz, General Mills and PepsiCo Agency: HMT Associates Effie Commerce & Shopper Category: Single-Retailer Program: Mass Merchants (Finalist)
Procter & Gamble had a built-in audience for its Pampers Cruisers 360 brand at Walmart, but it needed to convert moms who were buying diaper pants for their active babies elsewhere. Moms with young children are valuable to both Walmart and P&G, spending more per year on the manufacturer’s brands and buying its products on more of their trips than the retailer’s average shopper. The Pampers Cruisers 360 omnichannel program at Walmart adapted P&G’s national “Born to be wild” creative while highlighting key product benefits, the 360-waistband visual and different ways to buy. In-store and out-of-home messaging drove traffic to a brand engagement page on Walmart.com that included a product demo video and a convenient carousel to purchase. Social influencers shared stories on Instagram about their babies moving in the diaper and dangled samples, which came in a custom box that highlighted omnichannel options to buy at Walmart with a $3 coupon. In stores, a Pampers Cruisers 360 endcap showcased the diaper out of its packaging, and the display’s side panels included a QR code and the URL for Walmart.com/Cruisers360. P&G conducted nearly 2,000 demos in-store that boasted a custom mannequin so moms could touch and feel the diaper. Trial packs next to the demo in a custom standee allowed moms to try the diaper without the higher dollar investment, while a sticker sheet facilitated parent/child interaction and included a QR code/URL to link back to Walmart.com. Finally, P&G launched a Pampers Playdate, a unique popup experience designed for babies 0-3 years old just a few minutes from the Walmart Home Office, where shoppers could try the product for free and play with their children. P&G customdesigned the experience, partnering with a local children’s museum and child psychologist to show how babies learn in their environment to help equip moms beyond this event. More than 2,000 people attended the event and pieces from the exhibit are now in a permanent area of the museum with more than 200,000 visitors per year.
Millennial mothers tend to be busy people. With 71% of them working, weekday family time becomes precious. Based on a corollary insight that these moms are more interested in “making memories than dinner,” Publix worked with three key CPG partners – Kraft Heinz, General Mills and PepsiCo – along with brand engagement agency HMT Associates to provide meal solutions that free up time for connecting with children and spouses. Publix also drew from research showing that Millennials only comprise 20% of its shopper base, so the grocer wanted to reach the demographic and drive sales during key time frames throughout the year. The program sought to empower moms with simple recipe solutions and seasonally relevant lifestyle content, designed in a larger sense to make Millennials feel like Publix and its CPG partners “get” them. The campaign partners created four themed activations celebrating life’s little moments: “Game On” focused on family game night; “Take It Outside” launched at the end of school/start of summer; “Going Places” touching on family summer travel; and “Create Memories,” rolled out at holiday time. The effort brought together several path-to-purchase marketing elements. A dedicated retailer circular and targeted mobile banners employed a new, unique app-less technology – applike but without a download required – that helped to drive awareness and engagement. A custom microsite served as a hub for additional recipes and seasonally themed content, which strategically timed email blasts prompted shoppers to peruse. In addition, Publix and its partners leveraged 21 Millennial lifestyle bloggers to create an influencer program that extended awareness while underscoring authenticity in capturing the needs of busy moms. And inside the store, the campaign captured moms at the point of purchase with endcaps that provided brochures with info about the program, including purchase rewards delivered in the form of a Publix gift card. To judge success, Publix tracked incremental sales across the participating manufacturers as well as digital and social engagement results. In the end, the “Recipe for Happiness” campaign delivered 187 million impressions while boosting the level of the Millennial shopping base at Publix and successfully driving sales of partnering brands.
— Michael Applebaum
— Ed Finkel
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2020 EFFIE COMMERCE & SHOPPER AWARDS
“Diageo Portfolio Bottle & Bow”
Marketer: CVS Health Agency: Digitas Effie Commerce & Shopper Category: Brand Experience (Finalist)
Marketer: Diageo North America Agency: TracyLocke Effie Commerce & Shopper Category: Omnichannel Shopper Solution (Winner)
As a purpose-driven retailer seeking to help customers achieve better health, CVS wanted to create a healthier brand experience for female shoppers. The “CVS Beauty Mark” program challenged the beauty industry to create a healthier representation of the beauty and shopping experience for women. The CVS Beauty Mark was created to identify model images that have not been airbrushed or digitally altered, with the aspiration to become a recognizable symbol of transparency for the industry. The program was informed by an insight that the media women and teens look to for beauty and fashion inspiration negatively affects their mental health and self-esteem. In part, that’s because they can never keep up with beauty standards created by false imagery. CVS designed an orchestrated campaign to ignite and inspire a movement, starting with an in-store activation and a panel featuring CoverGirl spokesperson Ayesha Curry, representatives from Coty and Johnson & Johnson, and a body-image mental health expert. The campaign spanned print, online digital video, out of home, experiential marketing, paid social, organic social and owned channels. Instagram and Twitter users were invited to show their support using #BeautyUnaltered to share unretouched selfies and promote a healthy self-image. Many influencers participated, including Curry as well as actresses Kerry Washington and Nicole Kidman. CVS also went to Times Square in New York City to showcase larger-than-life, unretouched images celebrating real beauty. One vertically stacked billboard featured awareness messaging and another displayed unaltered selfies in real time. Every 10 seconds, another consumer’s image joined the cause, and a live YouTube feed also spread the activation nationwide. Eleven major beauty brands have committed to transparency and roughly 2.4 million brand-produced images have been updated across 8,000 CVS beauty aisles, as well as in media ads. The campaign achieved 104 million #BeautyUnaltered impressions with zero-percent negative sentiment on social. Through a targeted multimedia communications strategy, it also generated more than 3.6 billion earned impressions on a $500,000 media spend.
While the alcoholic beverage category has a $5 billion share of the $300 billion U.S. gifting industry, spirits only account for a quarter of those sales. Diageo needed a creative way to introduce its portfolio of products into the gifting mindset of consumers. Research showed that some of the leading barriers to increased purchase of spirits as a gift include lack of knowledge of the recipient’s taste preferences and a lack of inspiration and ways to make the choice feel thoughtful. Shoppers pressure themselves to find the perfect gift even though the added effort doesn’t necessarily increase the perceived value in the eyes of the recipient. The “Bottle & Bow” program created an in-store and online onestop-shop solution that allowed shoppers to complete an online survey about whom they’re buying for, leading them to four buckets of Diageo brands based on personality type. Consumers could take the survey on the dedicated Bottle & Bow website, select a brand and then either locate a nearby store or order for home delivery through Drizly, Reserve Bar or MiniBar. Diageo partnered with Foursquare to deliver geo-targeted digital ads on sites like NYTimes.com, People.com and AllRecipes. com to increase awareness and participation.. The program also took over the home page of the Drizly platform for November and December – the first such takeover by a vendor. In stores, the Bottle & Bow Gifting Center was a freestanding merchandiser housing everything the shopper needed to gift spirits. It featured Diageo brands organized by the four personality types along with gift bags and tags. Different display types were offered to meet the varying needs of participating retailers. These included smaller, regional retailers, chain liquor stores and independent liquor stores. The program aimed to increase the buy rate of Diageo spirits, secure incremental display for participating brands and increase consumer engagement with the featured brands. The program succeeded in driving positive online share gains, generating higher volume lift for the subset of retailers who executed the program, and spurring a triple-digit return on investment for November and December 2019.
— Chris Gelbach
— Chris Gelbach
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2020 EFFIE COMMERCE & SHOPPER AWARDS
“PepsiCo House of Brands Boxing”
“Hut Rewards Game Plan”
Marketer: PepsiCo Agency: TracyLocke Effie Commerce & Shopper Category: Omnichannel Shopper Solution (Winner)
Marketer: Pizza Hut Agency: TracyLocke Effie Commerce & Shopper Category: E-Commerce (Finalist)
The PepsiCo flavor portfolio business, also known as House of Brands, was not top of mind among Hispanic grocery shoppers in California during Cinco de Mayo. Up against the ropes, the brands had also experienced double-digit dips in sales volume at the end of 2019’s first quarter. Understanding that Hispanic families are interested in buying products with a connection to their cultural heritage, the program tapped into this audience’s affinity for professional boxing. Leveraging the insight that a vast majority of Hispanic families watch boxing together over the Cinco de Mayo holiday, PepsiCo partnered with the Canelo/Jacobs match scheduled for May 4. Knowing that families would shop together before gathering for the big event, PepsiCo provided shoppers with a portfolio of beverages to please everyone in the household. This included Crush, Mexican-born Manzanita Sol, and younger-skewing brands Mist and Brisk. In response to research showing that 32% of Californiaresident Mexican soda drinkers respect companies that advertise in Spanish, displays for the campaign were purposefully and primarily in Spanish. “Un Golpe de Sabor” – which translates as “Knockout Flavor” – took visual inspiration from both boxing imagery and the bright traditional hand-painted signs of Mexico. PepsiCo partnered with top over-indexing Hispanic grocery stores throughout California for the program, including smallerscale chains such as Cardenas, Vallarta and Superior that often don’t receive custom programs. The program included dedicated lobby takeovers that were placed to interrupt shopping paths through the stores’ outer perimeters, including a custom boxing ring display that served as an in-store beacon to draw customer attention. Secondary case cards, mini-poles, base wraps and case stackers prominently featuring Canelo and Jacobs were also employed to supplement the core lobby display. The program was also supported by a text-to-win sweepstakes awarding a trip to Las Vegas to watch the match live. The program was judged by metrics that included product volume increase and the number of displays secured. It delivered a 300% increase in incremental displays (a placement three times greater than PepsiCo’s top competitor) and a significant increase in sales volume across the House of Brands beverages.
NFL fans are loyal to their team and want to believe their gamewatching traditions can have a positive impact on its success. The Hut Rewards Game Plan leveraged that belief to elevate the e-commerce experience. It also made it easy for fans to adopt, and be reminded of, a new game-day ritual: ordering Pizza Hut. The brand invited fans from every NFL team to join the Hut Rewards loyalty program, click to subscribe to the “Game Plan,” and then select their favorite team. Pizza Hut then sent each fan weekly personalized emails with exclusive deals right before their team’s game time. This made it easy for fans to have their “lucky order” arrive just in time for kickoff. Every order also entered the fan into a weekly contest for NFL team merchandise that included beer koozies, party trays and a pair of tickets to the next Super Bowl.
— Chris Gelbach
— Chris Gelbach
Pizza Hut also created engaging content featuring NFL spokespeople in a social media campaign to promote the program. The content was pushed out through sponsored videos and social media posts as well as through media placement of online banner ads and social videos. At Pizza Hut locations nationwide, P-O-P displays, pizza boxes and drink carriers communicated the Game Plan program to convert existing customers into e-commerce users. In addition, more than 30 million print mailers were sent across the country. FSIs and local store marketing tactics were deployed specifically to acquire new or lapsed customers in areas with a strong competitive overlap with the Papa John’s QSR chain. Metrics used to judge the program included sales and volume increases, subscriber gains to the loyalty program and incremental purchases. Program participation ultimately proved to be 300% higher than anticipated. Online sales grew 7% during the program’s duration.
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2020 EFFIE COMMERCE & SHOPPER AWARDS
“Roll by Goodyear”
“Our Small Step to Help Seas Sparkle”
Marketer: Goodyear Tire and Rubber Co. Agency: Digitas Effie Commerce & Shopper Categories: Category/Aisle Evolution (Winner); Brand Experience (Winner)
Marketer: SC Johnson Agency: TracyLocke Effie Commerce & Shopper Category: Brand Experience (Winner)
With Roll by Goodyear, the Goodyear Tire & Rubber Co. created a completely new tire shopping and installation experience aimed at Millennial and female consumers who favor convenience, efficiency and the ability to shop both online and in-store. The program gives consumers the option of shopping at either RollByGoodyear.com or at a showroom. The program launched with four pilot concept stores in the Washington, D.C., metro area. The small stores are just 400 to 600 square feet designed for product selection, with the actual tire installation happening off-site.
The showrooms present just 20-30 tire selections and feature a vibrant, inviting blue-and-yellow color scheme. In the stores, associates offer three tire suggestions and provide clear pricing to make the process more convenient and transparent than traditional tire shopping. The locations were specifically chosen to be part of lifestyle centers in high-density areas, giving customers the option to drop off their car and go to other, familiar places to shop, dine or work out while their tires are being changed. Customers also have the option of booking online to arrange either for valet service that picks up and returns the car after installation or a mobile van service that installs the tires at the customer’s location of choice. No matter which option is chosen, the installation is accompanied by real-time email or text status updates. Roll by Goodyear was designed to make the time-consuming process of tire installation easier, with stores located within shoppers’ normal environments and a process that’s more appealing to consumers used to conveniences like online shopping and grocery delivery. The initial pilot program was so successful that Goodyear has since expanded from four to nine locations in the Greater D.C. region, as well as to six additional locations across Greater Philadelphia. This article was written using publicly available information.
SC Johnson needed a program to help establish a competitive advantage for Windex in a commoditized, declining category. The company’s challenge was to effectively reach Millennials in an environment marked by competitors trying to do the same. The brand created a program based on research showing that one in three Millennials believe in their own ability to make a big impact, look to brands to help them do so, and act when they feel a personal connection to a cause. To connect with these sustainability-minded consumers, Windex developed the first plastic bottle made of 100% recycled, ocean-bound plastic from a major cleaning brand for its Windex with Vinegar product. To promote the innovation, Windex looked for unexpected partners to engage with shoppers using the mission-oriented theme, “A Small Step to Help Seas Sparkle.” A partnership with Bloomingdale’s showcased the oceanbound plastic bottles as part of the department store chain’s “Good for the Globe” Carousel popup experience, which features two 35-foot-wide video displays in the chain’s New York, San Francisco and Los Angeles stores. In Bloomingdale’s’ iconic New York location, Windex also created a custom aquarium filled with recycled plastic sea creatures in a display window. Actress and environmentalist Malin Akerman additionally made an appearance and talked about it on her social channels. Windex also created a personalized experience in-store with custom bottles depicting the beaches shoppers most wanted to save, and custom Bloomingdale’s shopping bags made of recycled plastic. The event was promoted through digital and social channels and by six influencers. Unique brand experiences at more traditional Windex retailers included an Earth Day effort at Kroger giving away a reusable tote with purchase; programs at Meijer and Target featuring custom brand pages, digital banners, social content, a digital FSI and in-store displays; and promotions at Walmart and Dollar General using interactive signage with QR codes directing shoppers to learn more about SC Johnson’s sustainability efforts. The program effectively engaged shoppers in the brand’s mission to help seas sparkle and was judged a success by metrics that included sales growth, distribution gains and key retailer opportunities. IQ
— Chris Gelbach
— Chris Gelbach
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DECEMBER 2020 ISSUE CLOSES ON NOVEMBER 2 An oﬃcial publication of
8/21/20 12:13 PM
Both before and during the pandemic, new products have continued to reach retail, with both in-store and digital activity catching the attention of Path to Purchase Institute editors. Here we showcase some of the notable efforts from 2020. Institute members can see many more examples of new product introductions in the image vault at P2PI.org.
Kind is inviting shoppers to try its new Kind Frozen bars via freezer clings in Walmart’s frozen department. Display ads running on Walmart.com also support. Kind first entered the frozen category with a dark chocolate almond sea salt flavor that launched exclusively at Walmart last spring. The snack manufacturer this year added a second flavor and expanded the concept to additional retailers.
Nestle introduced several Starbucks at-home coffees this year, just in time for consumers forgoing their trips to the cafe during COVID-19. A carousel ad running on Walmart’s home page and display ads running throughout the website have touted the brand’s new cold brew concentrates, while a home page display ad spotted on Amazon. com promoted new fresh brew coffee. The former ads offered a “shop now” button linking to a Walmart.com e-commerce product page, while the latter ad linked to a dedicated page within Starbucks’ Amazon storefront offering “add to cart” options for several varieties.
Dollar General shined a spotlight on CocaCola Co.’s new cherry-vanilla flavored Coke with a carousel ad on DollarGeneral.com and an account-specific floorstand promoting a digital coupon for $1 off the purchase of three singleserve products from the manufacturer.
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CVS Pharmacy ushered in health and wellness brand Friska, which launched in May with 10 enzyme and probiotic dietary supplements exclusively at CVS, CVS.com, Whole Foods and Amazon. com. Priced at $29.99, the brand spans “Women’s Daily,” “Men’s Daily,” “Energy Boost,” “Nightly Reboot” and “Keto Boost” supplements, to name a few. An accountspecific endcap at CVS stores spotlights the colorfully packaged SKUs, while shelf trays and blocks and affixed signage call out each items’ benefits and other product information. CVS has also supported the launch with circular features, Instagram updates from its @cvs_beauty handle and other digital support.
Bright pink Physicians Formula shelf trays spotted at Walmart merchandise the manufacturer’s latest addition to its Rose collection: “Take the germs away” hand sanitizer spray. When the product launched in early summer, Walmart posted shelf signs indicating a oneSKU purchase limit “to help serve as many members of the community as possible.”
Albertsons Cos.’ Jewel-Osco helped promote an oat-based product line from Chobani via account-specific ads at a number of Chicago Transit Authority stations. Employing a “new ways to love Chobani” message, the ads communicate that Chobani Oat SKUs, which launched in January, are now available at Jewel-Osco.
PepsiCo’s new Mtn Dew Zero Sugar received support from a variety of retailers when it rolled out nationwide in January. The SKUs enjoyed secondary merchanding space at many retailers, including Meijer.
7-Eleven and Kroger enjoyed an exclusive launch window for “cheddar crisps” from Yum Brands’ Taco Bell. According to the manufacturer, the SKUs rolled out to 7-Eleven and Kroger before also becoming available via Amazon.com. Accountspecific sidekicks plugged the new SKUs at 7-Eleven.
Edgewell Personal Care’s Carefree brand expanded beyond panty liners with the spring introduction of Carefree Breathe ultrathin pads. At Walmart, the products are stocked on a sidekick promising “irritation free protection for your sensitive areas” and inviting shoppers to “Buy it. Try it. Love it for less” with an on-pack coupon delivering $4 off. The line extension also includes skin-friendly liners.
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Bayer launched one of its European brands, completely reimagined with a new look and name, in North America through an exclusive partnership with CVS. Stem & Root made its U.S. debut at select CVS locations in California and online on Dec. 14, 2019, and has since begun rolling out to other states. It currently spans three “plant-powered,” over-the-counter supplements for the mind and body. In stores, the brand has frequently been co-merchandised alongside recently launched private label Live Better by CVS Health, while also receiving its own endcap and shelf display at some stores. A dedicated CVS.com brand shop also supports.
Southeastern Grocers’ WinnDixie touted Kellogg Co.’s new Kellogg’s Jumbo Snax with a large feature in its July 15 digital circular. Kellogg launched Jumbo Snax nationwide in May as a snacking brand extension for Apple Jacks, Corn Pops (in the “caramel crunch” flavor), Froot Loops and Frosted Flakes.
GlaxoSmithKline is promoting two recently launched OTC products at Walmart. A Walmart.com category drop-down menu ad plugs “dual action” Advil and links to a dedicated e-commerce shop. The product is the first FDA-approved OTC combination of ibuprofen and acetaminophen in the U.S. Meanwhile, in Walmart pharmacy departments, a header card touts Voltaren arthritis pain gel.
Before the spread of COVID-19, regional grocer H-E-B celebrated the launch of a new book aimed at empowering young girls, “The Nuff,” as an early tie-in to March’s designation as “Women’s History Month.” H-E-B supported the effort by rolling out the book to 310 of its Texas stores weeks ahead of the national launch on March 8, International Women’s Day. In-store activation varied, and H-E-B held themed reading events at its stores in February.
Publix drummed up support for the launch of PepsiCo’s Mtn Dew Zero Sugar and Bolt24 Energize, Gatorade’s first line of caffeinated beverages. In the regional grocer’s Feb. 29 “Extra Savings” circular, a quarter-page “Do the Dew” feature plugged the new Mtn Dew Zero Sugar SKU along with multiple printable PepsiCo coupons. Back-to-back branded floorstands for each of the new products were spotted near the front of one store.
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Technology Innovation SPOTLIGHT: AR/VR
A roundup of technology-driven tools that drive consumer understanding, engagement and conversion on every step of the path to purchase. In late July, Allure editor-in-chief Michelle Lee announced, via an interview with Publishers Daily, that the magazine’s November issue would be visually redesigned to help readers sample and shop beauty products. Virtually the entire issue will be integrated with the YouCam Makeup app, enabling readers to take augmented-reality selfies and virtually try on products from hundreds of beauty brands and retailers. The issue (which should be on newsstands by Oct. 20) will have four sections – Makeup, Skin, Hair and Fragrance – featuring product swatches, infographics and on-page trials. The good news about AR/VR is that marketers now realize its novelty value has worn oﬀ, and that content must reward all the fumbling around with cameras, codes and whatnot. Topo Chico, the Plano, Texas-based mineralwater beverage marketer, set a pretty high bar for quality content this summer as it celebrated its 125-year anniversary with an AR-experience campaign aimed at Millennial shoppers. Conceived by shopper agency Visual Latina and its digital production company, Titan7, the campaign is built upon a series of vintage bottle labels, packaging designs and in-store POS that integrate elements from the brand’s history and are truly distinctive. Shoppers can either access an AR microsite by scanning a QR code or bring up a 3D video player by scanning a variety of vintage bottle labels with their phones: Each label brings up a 3D animation with relevant historical content. The AR campaign was launched in mid-April and slated to end Aug. 31, but due to its popularity with shoppers (gauged through AR metrics and retail foot traﬃc) the promotional window was extended to Dec. 1. Another key reason for extending the campaign showed up via social media monitoring: While Topo Chico brand fans traditionally have created their own items out of bottles and merchandising swag, there was a continuing groundswell of demand for the vintage bottles and packaging.
Bill Schober is Editor Emeritus of Path to Purchase IQ. He’s been associated with the Institute since 1994, covering all aspects of consumer marketing with a special emphasis on the shopping experience. He welcomes any questions, comments, requests or pitches about P2P Toolkit, and can be reached at firstname.lastname@example.org.
Basic lipstick, eyeshadow and other “virtual makeup” eﬀects have become popular on selfies in recent years. But the next level seems to have been reached by Perfect Corp. with its July introduction of an “AR virtual try-on” capability in conjunction with Johnson & Johnson’s Acuvue contact lens brand. Designed for the Taobao (Alibaba’s AR-shopping app) and WeChat mini programs, it uses advanced facial recognition technology to detect the position of the eyes and allow for a safe, trueto-life colored-contact lens try-on.
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There’s no silver lining to the COVID-19 pandemic, but it is spurring innovation such as appointment-based shopping apps like Qudini. The London-based company (with oﬃces in New York City) has developed scheduling software that helps retailers manage customers as they enter stores, create personalized wait-time estimates for them, streamline their instore journeys and best allocate staﬀ to customer-service tasks. Asda, Britain’s third biggest supermarket chain, began testing Qudini this summer, using it as a “virtual queuing” system that allows shoppers to log in remotely, wait in their cars for a signal to enter a store, and avoid standing in the very long outside queues being created by social distancing.
Using a new “Augmented Reality Lens,” Snapchatters can now use the messaging app to virtually try on and buy Gucci shoes. Called “Snap Lenses,” the app includes four versions of Gucci shoes. If users like the look of the product after the AR try-on, they can buy directly using Snapchat’s “Shop Now” button. This is said to be the first time Snapchat is using AR try-on technology with a brand. The feature was announced in June as part of the “Snap Partner Summit.” The eﬀort is aimed at younger users in the U.S., Europe, Australia, Japan and Saudi Arabia. The spacing guideline for proper social distancing in public areas is 6 feet, a calculation that really isn’t all that hard to gauge on the fly. But this being a “there’s an app for that” world, we now have Sodar from Google. Sodar is a Chrome-browser AR feature available on Android mobile devices that uses a technology called WebXR. It superimposes a 2-meter radius or circle of safe space as you move through your environment. Until someone comes up with a distance-detector for maskless-coughersneezers, it’ll have to do.
In late July, Eyely.com – a rug retailer “catering to the Millennial state-ofmind” – launched an AR rug-visualizer tool that lets shoppers upload a photo of their room to preview any of the company’s rugs in their own living space. To “preview” a rug, consumers can upload their own photo or select from one of nine rooms – including an outdoor space – in the Eyely library.
Do you struggle to find your favorite movie/music/TV/fashion star’s products at retail? Little wonder: Online marketplace GrapeStars says more than 200 “celebrity brands” have somehow elbowed their way onto America’s store shelves. And that’s why this summer, GrapeStars launched “the first-ever virtual direct-to-consumer sales channel,” an app where celebrities can promote their wine and spirits brands directly to fans via social media. By scrolling through an Instagram or Facebook feed, you can get products from the likes of Brad Pitt, Angelina Jolie, 50 Cent or George Strait, shipped to your doorstep. Future features will enable fans to interact with their favorite celebrities through AR and AI tools, receive recommendations from a virtual sommelier, enter user chat rooms and live stream special events.
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Winerytale, self-described as “the AR App for the wine industry,” is certainly setting an ambitious agenda with its July 2020 rollout to the American market. The Australian tech company says it has been harnessing existing content from 10,000 American wine brands. Artificial intelligence is being used to recognize existing labels so that no special printing is required. An AR display will then showcase the wine’s backstory via content streamed from the cloud including videos of the winery, food pairings and tasting notes. Winerytale says that more than 500 wineries across the world already have been taking part in field trials for the app.
Natuzzi Italia, an Italian furniture and lifestyle brand, last year christened an “Augmented Store” on NYC’s Madison Avenue that brings together virtual and augmented reality, holographic displays and advanced 3D interior design configurators. Using the platform, a customer can create a custom room design and then visualize it in two ways: In a miniature, interactive holographic version or as a full-scale, immersive virtual version. Microsoft’s “mixed reality viewing device” called HoloLens 2 lets a shopper see holograms of products as miniatures that are placed on a horizontal surface, and even “walk around” them to inspect them in detail. Before customers leave the store, they receive a 360-degree rendering, which they can browse by touching the screen of their phone or looking into a VR headset. The company says it hopes to extend this mixed reality technology to its entire Natuzzi retail network by the end of 2020.
In late-spring, British fashion house Burberry unveiled an augmented reality shopping tool (using Google Search on a smartphone app) that lets consumers see its products “embedded in the environment around them.” A mobile search for the “Burberry Black TB” bag or “Arthur Check Sneaker” should enable users to see AR versions of these products “at scale against other real-life objects.” The company is an active AR experimenter, having in recent months created exclusive, in-store AR experiences activated by QR code as well as “digital pop-ups,” powered by Google Lens, where users can see a live feed of themselves “surrounded by a herd of Burberry deer.”
An augmented reality product launch? One Plus Technology, Shenzhen, China, said why not and debuted its Nord smartphone at 10 a.m. EDT on July 21, creating a special Nord AR app to enable both the tech press and an estimated 150,000 fanboys to “attend.” After downloading the app, attendees were instructed to create their own custom avatars, hover their device over a flat surface (a floor or tabletop), plug in their earbuds and watch. The event presented videos of the Nord’s features and then enabled attendees to virtually “handle” the phone itself, inspecting it from front to back, side to side, and so on.
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Best Buy BY J AC Q U E L I N E B A R B A
Before the COVID-19 pandemic, consumer electronics retailer Best Buy was in the process of enhancing its store experience by adding more digital and interactive displays as well as a slew of products in new categories, among them fitness equipment, baby technology and digital healthcare. Stores positioned as testing grounds of new tech offer countless invitations to touch and test products, which is partly the reason Best Buy had to completely shut down its in-store operation and shift to a purely curbside pickup model at the onset of the crisis. After figuring out how to safely allow shoppers back into its stores, the retailer once again opened its doors on June 22, bringing back about half of the 51,000 employees it had initially furloughed. Yet the Best Buy store experience today is not what it once was or is intended to be, and e-commerce remains the retailer’s main sales driver. Online sales rose 255% in the second quarter for fiscal 2021 (ended July 18) compared to the year prior, largely attributed to purchases of computers, tablets and appliances, and remained 185% higher than the same period a year prior after stores began reopening. Overall sales increased 2.5% and were up 15% since stores reopened. Overall, Best Buy stores were in a relative state of limbo as the retailer grappled with what to do with all of the interactive displays and how to adjust the shopper-engaging strategy that was its key differentiator pre-pandemic. It also faced other COVID-19-related headwinds including inventory issues. The Path to Purchase Institute visited a handful of stores in Illinois, California, Florida and Texas in July and August to get a grasp on what store conditions look like since the reopening and how Best Buy’s in-store strategy has evolved or stayed the same. While store layouts vary by location, here are a few things that stood out. Institute members can view more images at P2PI.org.
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In-line displays and endcaps merchandising new games such as “Animal Crossing” and “The Legend of Zelda: Link’s Awakening,” and accessories from Microsoft’s Xbox and Sony’s Playstation were picked over by shoppers.
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We also found a bare area in the gaming department – due to popular demand. Best Buy’s red, branded Nintendo aisle (or dedicated endcap display, depending on the store) was virtually empty or extremely picked over at every location we visited. A small touchscreen simply communicated the interactive display as “Not in Service.” As of Aug. 10, Nintendo Switch devices were still sold out at most stores and on BestBuy.com.
Just inside store entrances, a greeter positioned behind a podium outfitted with an acrylic shield welcomes shoppers and offers to help them find what they need. Behind the greeter, most stores merchandise mobile phones and accessories via branded boutiques from providers including Verizon and AT&T. Displays that typically encourage physical handling of product with out-of-the-box merchandising are left completely vacant at some locations, not stocking any devices.
We talk a lot about experiential retail being a key to success, and Target has done a terrific job creating department after department that causes you to slow down, be inspired and prepare to purchase an entire ensemble.
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Immediately visible are designated spots dedicated to the one-hour contactless curbside pickup service the retailer rolled out chainwide. A-boards and other outdoor signs direct shoppers to the drive-up spot and dedicated parking spaces.
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The TV and sound bar department brings some sense of normalcy to Best Buy, as it is one area of the store that shoppers can peruse without needing to touch anything – although there are some touchscreens that continue to invite shopper interaction. Custom and oftentimes illuminated displays from LG, Samsung, Sony and Vizio dominate the section.
We spotted some contactless solutions in stores, including a tall rack sign inviting shoppers to scan different QR codes to download the Best Buy mobile app, see “Today’s Top Deals” and access My Best Buy offers. The Minnesota-based retailer continues offering its contactless curbside pickup service, scheduled in-store appointments, virtual consultations, free delivery and other digital shopping tools and resources introduced at the beginning of the pandemic.
The pandemic has affected the way the retailer merchandises exercise equipment including treadmills and ellipticals – a relatively new category that began rolling out online and to select stores last year. Some stores had created a type of showroom for assembled and operational equipment. The areas are now outfitted with yellow signs asking shoppers to see an associate for equipment demos at some locations, while others have completely removed the equipment and taped off the merchandising area with yellow “caution” tape.
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Solution Provider News
Wakefern Taps Inmar’s Retail Cloud to Expand Retail Media Network Wakefern Food Corp. is expanding its use of the Inmar Intelligence Retail Cloud to offer targetable and attributable off-site media at scale for its brand partners. The New Jersey-based cooperative will utilize Inmar’s integrated suite of marketing technologies and services to drive shopper engagement. By working with the Retail Cloud to grow its retail media network, Wakefern will expand into offsite programmatic advertising. Brands will be able to launch targeted campaigns via managed services or through a selfservice user interface, while being able to measure the impact on sales. The Retail Cloud is powered by ShopperSync, a data intelligence platform that enables retailers to leverage their first-party, anonymized transactional data across all media and promotions channels in their network while managing permissions and governance rights.
Bungee Tech Joins Nielsen’s Connect Partner Network to Offer Insights Bungee Tech, a global intelligence and analytics company primarily focused on the CPG and retail space, joined the Nielsen Connect Partner Network. Available through Nielsen’s Global Connect Business, the alliance plans to
provide grocery retailers and CPG brands with new insights into competitor activity, creating a comprehensive look at the retail landscape across all markets. Bungee Tech positions its RetailScape and BrandScape analytics platforms as providing data solutions with a detailed picture of pricing, promotions and assortment from both e-commerce and brick-and-mortar stores. The proprietary technology captures millions of unique items every day that are automatically matched, tracked and compared against all competing products by location. Joining the Nielsen Connect Partner Network boosts Bungee Tech’s solutions by adding key POS information and customer purchase behavior, creating a single source for grocery intelligence. The goal is for product journeys to be mapped to checkout.
Sam’s Club Enhances UX, Aﬃliate Marketing Program Sam’s Club is among the retailers that have been able to enhance the user experience through a partnership leveraging both Rakuten Advertising’s publisher network and mobile tech company Button’s new deep linking and app-tracking technology solution, dubbed Reach. The solution has enabled aﬃliate marketing to become a channel for installs and app sales. Reach also can route users to apps they’ve already installed, extending the brand experience for loyal shoppers, boosting the usage of its own app and capitalizing on higher conversion rates from in-app shopping sessions. Sam’s Club can manage partnerships and view app aﬃliate data from Button on a Rakuten Advertising dashboard. Publishers
also benefit from app payouts without having to update links, while consumers enjoy a shopping experience that moves seamlessly between Rakuten Advertising publisher sites and branded apps.
Fetch Rewards, Cadent Consulting Launch Next Wave of Behavior Study Cadent Consulting Group and Fetch Rewards’ second installment of their CPG Clarity Study showed a slow return to normalcy in the grocery and household essentials space. According to the study, consumers are increasing their frequency of shopping trips and finding fewer empty shelves once at the store. Shoppers are expressing fears of an uncertain economic future, however, and report higher prices on the brands they prefer. Consumers are indicating a better and more normal shopping experience since the first study was researched and compiled in June. While behaviors are not at all near pre-COVID levels, shoppers are visiting stores more frequently and purchasing less per visit.
Study: Back to School Ads, Promos Down 50% Amid Uncertainty Numerator launched a back-to-school index to understand how brands and consumers are managing through the
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uncertainty of schools reopening. The index monitors ad spend, promotional activity and purchase behaviors compared to the year prior to quantify shifts in everything from advertising strategy to consumer behavior. The backto-school advertising part of the index counts ads with seasonal messaging and keywords across all categories. The backto-school promotions portion monitors activity for brands across both online and offline channels for three categories: school supplies, electronics and apparel.
Trax, Nielsen Offer Deeper Shelf Insights for CPGs Trax, which provides computer vision solutions and analytics for retail, joined with Nielsen to roll out an enhancement to Shelf Pulse, a joint data platform that provides CPG brands with shelf insights and intelligence. The partners enhanced the collection methodology to cover important stores, making samples more robust and representative. They also adjusted data collection for pre- and post-reset, allowing for a quicker impact evaluation of products, brands and segments. The platform added more KPIs to shelf insights, allowing a broader view of product and category performance. With the upgrade, brands can compile specific datasets according to business needs and share across their organizations.
RangeMe to Support QVC, HSN’s ‘The Big Find’ for 2020 RangeMe helped Qurate Retail Group’s QVC U.S. and Home Shopping Network (HSN) take “The Big Find” international product search to different heights this year by making it easier for entrepreneurs and inventors to submit their products for consideration. The Big Find first launched in 2019 to discover the latest and most innovative entrepreneurs and brands to share their stories to an audience of millions across QVC and HSN’s multiple platforms including broadcast, digital and streaming. This year, The Big Find will be held virtually to allow for safe and convenient engagement between vendors and judges. Interested brands submitted their information through the RangeMe platform. Selected entrepreneurs or vendors will then be invited to pitch their products virtually via videoconference to a panel of QVC and HSN judges.
Circle K Pilots Amazon Go-Style Tech Circle K is teaming with Standard Cognition to pilot touchless, autonomous checkout technology at its stores. The convenience store chain is working with the startup to retrofit existing stores with artificial intelligence technology that will enable handsfree checkout. The partnership will start in the Phoenix area with the first pilot store expected to go live in early 2021. In order to retrofit stores with this AI technology, Standard is working with Circle K to integrate with the retailer’s existing systems, current store layout, fixtures and lighting, as well as its existing inventory management and replenishment processes.
Unlike Amazon Go stores, there is no need for shelf sensors. Instead, Standard leverages ceiling-mounted cameras as well as proprietary AI and machine vision software to accurately associate each shopper with the items they pick up without using biometric data.
Catalina, Samba TV Provide Digital Measurement to Georgia-Pacific Georgia-Pacific is leveraging shopper intelligence company Catalina with global TV data and audience analytics provider Samba TV. The solution providers are measuring the effectiveness of the manufacturer’s digital and television advertising for leading brands Quilted Northern, Angel Soft, Dixie and Sparkle. Catalina and Samba TV have partnered to integrate shopper behavioral data and video viewership insights on a large scale. Georgia-Pacific was the first major company to experience the advanced analytics tools that Samba TV and Catalina have developed to measure and improve media buying and selling across all marketing channels, including in-store, digital, mobile, over-the-top and linear TV. The benefits Catalina and Samba TV provide Georgia-Pacific include fully anonymized, single-source measurement solution with a 1:1 deterministic match between TV exposure and in-store purchase, TV and digital measurement insights and insights into which ads and placements drive sales. IQ
Send your solution provider news – new products, projects, programs and technologies – to Charlie Menchaca at firstname.lastname@example.org.
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Personnel Appointments BRAND MARKETERS The Clorox Co., Oakland, California President Linda Rendle is succeeding Benno Dorer as CEO effective Sept. 14. Rendle is a 17-year veteran of the company. Dorer will continue serving as executive chair of the Clorox board. Ocean Spray Cranberries, Middleboro, Massachusetts Former Tyson Foods president and CEO Tom Hayes was named to the same positions at the agricultural cooperative. He replaces interim CEO James White, former Jamba Juice president and CEO. Tyson Foods, Springdale, Arkansas Dean Banks will maintain his current role as president after he succeeds Noel White as CEO on Oct. 3. White will remain with the company in a new role as executive vice chairman of the board of directors.
RETAILERS BJ’s Wholesale Club, Westborough, Massachusetts Monica Schwartz, former Home Depot vice president, online merchandising, was named senior vp, chief digital officer. She is responsible for the strategic leadership of the warehouse club’s digital business and reports directly to president and CEO Lee Delaney.
Dollar Tree, Chesapeake, Virginia Enterprise president Michael Witynski was promoted to president and CEO. He succeeds Gary Philbin, who retired after a retail career of more than 40 years. Prior to joining Dollar Tree in 2010, Witynski served in senior leadership roles for merchandising, marketing, private brands and operations during 29 years in the grocery industry. Kroger, Cincinnati 84.51 COO Milen Mahadevan was named president of the subsidiary. He is responsible for the day-to-day leadership, management and vision for 84.51 to deliver best-in-class results for its parent company and CPG partners. Mahadevan replaces former CEO Stuart Aiken, who was named Kroger’s chief merchant and marketing officer. Schnuck Markets, St. Louis Ryan Cuba, former chief business development and transformation officer, was named chief merchant. Former Anheuser-
Busch community affairs vp Bill Bradley was named chief marketing and communications officer. Walgreens Boots Alliance, Deerfield, Illinois CEO Stefano Pessina plans to step down and assume the role of executive chairman once a new leader is appointed. Following the merger between Walgreens and Alliance Boots in December 2014, Pessina was appointed executive vice chairman in January 2015. He served as interim CEO prior to being confirmed in the role in July 2015.
SOLUTION PROVIDERS Acosta, Jacksonville, Florida Former Keebler Co. interim CEO Brian Wynne was named CEO. Wynne works closely with his predecessor Darian Pickett, who remains with the company as CEO of its North American sales agency.
Editorial Index 7-Eleven ...................................................60, 67 AB InBev..........................................................30 Ahold Delhaize ......................................10, 82 Albertsons Cos.......................................60, 67 Alibaba ............................................................70 Allure ................................................................70 Amazon.com ...................................66, 67, 82 Arc Worldwide ................................28, 29, 56 Asda..................................................................71 AT&T .................................................................75 Bar-S Foods ....................................................10 Bayer ................................................................68 BBDO .........................................................30, 58 Best Buy ..........................................................74 Bimbo Bakeries.............................................16 Bungee Tech .................................................78 Burberry ..........................................................72 Burger King ....................................................25 Button ..............................................................78 Cadent Consulting Group ........................78 Campbell Soup Co. .....................................27 Catalina ...........................................................79 Chobani...........................................................67 Circle K .............................................................79 Coca-Cola Co., The.........................15, 57, 66 Conagra Brands .............................................. 8 Coty Inc. ..........................................................18
CVS Pharmacy..........................62, 67, 68, 82 Danone North America .............................82 Diageo ...............................................28, 29, 62 Digitas.......................................................62, 64 Dollar General .................................27, 29, 66 Dorel Home ...................................................82 Dunkin’ Brands..............................................30 Edgewell Personal Care .............................67 E. & J. Gallo Winery ......................................22 Eyely.com........................................................71 FCB/RED ............................................25, 30, 58 Ferrara Candy Co. ........................................17 Fetch Rewards ..............................................78 Fifth Sun ..........................................................82 Friska ................................................................67 GE Appliances ...............................................58 Geometry ................................................59, 60 Georgia-Pacific .............................................79 GLAAD .............................................................82 GlaxoSmithKline ..........................................68 Goodyear Tire and Rubber Co. ...............64 Google .............................................................71 GrapeStars......................................................71 Gucci ................................................................71 Johnson & Johnson..............................70, 82 Hallmark..........................................................27 H-E-B .........................................................56, 68 Hershey Co., The.............................28, 56, 59
HMT Associates ............................................61 IN Connected Marketing ..........................57 Inmar Intelligence .......................................78 Integer ......................................................26, 29 Intel...................................................................20 J.M. Smucker Co., The ..........................21, 57 Kellogg Co. .....................................................68 Kind ..................................................................66 Kraft-Heinz .....................................................61 Kroger ........................................... 8, 10, 67, 82 LG ......................................................................76 Lowe’s ..............................................................82 Mars Agency, The ................................... 8, 27 Mars Inc. ..........................................................82 Mars Petcare ..................................................58 Mars Wrigley ..........................................26, 29 Mattel...............................................................13 Meijer .................................................59, 67, 82 Microsoft..................................................72, 74 MillerCoors.....................................................56 Momentum Worldwide .............................57 Mondelez International......................27, 60 Nature’s Bounty Co., The ...........................23 Natuzzi Italia ..................................................72 NBG Home .....................................................82 Nestle ...............................................................66 Netflix ..............................................................82
Nielsen......................................................78, 79 Nintendo..................................................74, 75 Numerator......................................................78 One Plus Technology..................................72 PepsiCo.......................................61, 63, 67, 68 Perfect Corp. ..................................................70 PetSmart .........................................................82 Phoenix Creative Co. ...........................27, 60 Physicians Formula .....................................67 Pinterest ............................................................ 8 Pizza Hut .........................................................63 Procter & Gamble ........................................61 Publix ........................................................61, 68 PureRed...........................................................10 Qudini ..............................................................71 Qurate Retail Group....................................79 Rakuten Advertising ...................................78 RangeMe ........................................................79 RichContext ..................................................... 8 Saatchi & Saatchi X......................................61 Safavieh...........................................................82 Sally Hansen ..................................................82 Samba TV........................................................79 Sam’s Club ...............................................10, 78 Samsung .........................................................76 Saputo ............................................................19 SC Johnson .............................................14, 64
Scout Productions .......................................82 Sirena ...............................................................82 Snapchat.........................................................71 Spark Foundry Worldwide........................27 Sony...........................................................74, 76 Southeastern Grocers ................................68 Standard Cognition ....................................79 Target ........................................................26, 82 Titan7 ...............................................................70 Topo Chico .....................................................70 TPN .....................................................28, 56, 59 TracyLocke ...............................................62-64 Trax ...................................................................79 Ulta ...................................................................82 Valvoline .........................................................11 Verizon.............................................................75 Visual Latina ..................................................70 Vizio ..................................................................76 Wakefern Food Corp...................................78 Walgreens.......................................................82 Walmart...........26, 27, 56, 59, 61, 66-68, 82 Wasserman ....................................................26 Winerytale ......................................................72 Worldwise.......................................................82 World Wrestling Entertainment .............29 YouCam Makeup..........................................70 Yum Brands....................................................67
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bold prepared inspired
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Retailers, Brands Growing in Pride BY PAT H T O P U R C H A S E I N S T I T U T E S TA F F
Marketing inclusive of the LGBTQ+ community is increasingly becoming standard practice for major retailers and brands, with more than ever before joining the movement and diversifying their relevant inventory as the COVID-19 pandemic and civil unrest swept the globe and put a universal spotlight on social inequities. Traditional retail giant Walmart tapped the team behind hit Netflix reality makeover show “Queer Eye” for an exclusive collection of home furniture. Created in partnership with show owners, Scout Productions, and produced by Montreal-based Dorel Home, the onlineonly lineup offers industrial-modern home pieces priced between $70 and $599. The collection’s dedicated Walmart.com shop depicts the items in home settings capturing the “Queer Eye” aesthetic. Individual product pages let customers shop coordinated looks and offer 360-degree product views as well as videos touting various product attributes. Multiple ad placements throughout Walmart.com have linked to the shop. Social media activity supported the effort. One of the show’s hosts, interior design pro Bobby Berk, also partnered with Lowe’s to put together backyard weddings for five couples whose celebrations were postponed due to the pandemic and to curate a series of collections for backyard celebrations. A June 29 YouTube video and July posts on the retailer’s “Ideas & Inspirations” blog introduced five couples from around the U.S. and showed how Berk transformed their backyards into wedding venues. Berk’s backyard collections embody “Bohemian,” “Coastal Chic” and “Farmhouse” styles, comprising 56-76
SKUs ranging in price from around $3 to $850 from brands including Safavieh, NBG Home’s Cheyenne Products and private label Allen + Roth. Multiple emails have linked to the collections’ page on Lowes.com. Heavy social media activity supported. The celebrity tie-ins came on the heels of the June 5 release of the fifth season of “Queer Eye” and followed the U.S. observation of June as Pride Month. Walmart annually ties in to the occasion by corralling rainbow-colored products in a dedicated online shop. Mars Inc.’s Skittles also boosted Walmart’s inclusive merchandising strategy this year with the arrival of a colorless “pride pack” illustrating that “only one rainbow matters” during Pride Month. The limited-edition packs were available for purchase at select Walmart stores and CVS Pharmacy, with $1 dollar from each purchase (up to $100,000) slated for leading LGBTQ+ media advocacy group GLAAD. Home page carousel ads spotted on Walmart.com in June supported. Other retailers also teamed up with brands for the occasion. Danone North America’s Silk and Johnson & Johnson joined Target, the industry leader in LGBTQ+ issues, as “Partners in Pride” this year. Home page display ads from both CPGs on Target.com linked to a campaign web page within the website touting Silk and J&J’s commitments to LGBTQ+ inclusivity and directing shoppers
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to e-commerce pages for both partners. The page also linked to a destination spotlighting Target’s #TakePride collection, themed apparel, accessories and swimwear from brands including Fifth Sun, Sirena and private label Well Worn. The collection includes more than 90 SKUs in an expanded selection of sizes. Multiple email ads also linked to a “Pet Pride Gear” lineup of SKUs from private label Boots & Barkley and Worldwise’s SmartyKat and TrustyPup. In Target stores, endcap displays employed a “Together We Care with Pride” message to merchandise J&J’s OGX, Listerine and Neutrogena in rainbow packaging, sold from May through July at Target as well as Amazon, Walgreens, Ulta, Kroger and Ahold Delhaize’s Giant Co. Home page display ads on Kroger.com also promoted the Care with Pride line, which first launched last year at Target and Walmart. PetSmart this year launched a new You Are Loved private label spanning 21 dog products ranging from a $2.99 rainbow plush squeaky toy to a $20.99 unicorn hoodie. A dedicated e-commerce page, social media activity, circular features and display ads supported. Walgreens gave prime secondary merchandising space to a colorful collection of nail polish Sally Hansen released in partnership with GLAAD. The lineup was additionally available at Ulta, CVS and Meijer stores. Target and Amazon offered it online. Many of the aforementioned companies were among those voicing support for inclusivity across social media and making monetary donations to related organizations. They are the ones favored by the majority of the LGBTQ+ community, even as some see the mainstream proliferation of rainbowcolored merchandise as a sign of profitdriven commercialization. According to the 14th annual LGBTQ Community Survey conducted earlier this year, 80% of respondents said they would give more of their business to brands that support LGBTQ+ equality. IQ
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