Commerce & Shopper: Awareness, Trial, and Conversion

For efforts that used shopper insights to increase awareness and trial to lead to conversion for their established product/brands.

2016 BRONZE

Go Commando

How does the #5 toilet paper brand come from behind to claim the category’s raison d’être: getting you clean? The Cottonelle brand’s unique texture “removes more,” but shoppers thought their current toilet paper got them clean enough – and didn’t want to hear otherwise. So Cottonelle challenged people’s confidence in clean by asking, “Are you clean enough to go commando?” By changing how shoppers choose their toilet paper, Cottonelle surpassed its full-year brand equity goal in six months, boosted share by 7.3%, and leapfrogged a competitor to become the #4 brand.

Brand: Cottonelle
Client: Kimberly-Clark Corp.
Agency: Geometry Global
Language: English

2015 SILVER

Break Up with Bounty

For nearly 50 years shoppers were not given a reason to look beyond the longstanding performance criteria of "strength/absorbency" set forth by the category leader.  In 2014, newcomer Viva Vantage had a change-worthy improvement to introduce: stretch!   Since launch, Viva Vantage has proved itself to be a winning product that uncovered an unmet consumer need:  the unique stretch provides exceptional scrubbing power.  Since its introduction, Viva Vantage has exceeded distribution goals by 173% and has increased brand market share.  

Brand: VIVA VANTAGE
Client: Kimberly-Clark
Agency: Geometry Global
Language: English

2015 BRONZE

Gain Flings Launch

How do you convince a budget-conscious, scent-aholic shopper to trade up to Gain laundry packets from her beloved Gain liquid at a 40% price premium? You give her 3 Big Things in One Little Fling! With joyful, scented in-store tools, we connected her irrational love of Gain with rational validation she needed to buy. The result was the best performing product launch in brand history. Just 8 months after launch, Gain Flings have blown away all expectations - tracking at 119% of sales goal and 195% of repeat purchase goal.

Brand: Gain
Client: Procter & Gamble
Agency: The Integer Group
Language: English

FINALISTS

TRISCUIT Crackers Kroger Triscuit: A Slice, A Dollop, A Sprinkle

BBVA BBVA Funcionalidades

Gasco Escapadas Gasco