Commerce & Shopper: Seasonal/Event

This category features events, platforms or programs that were created to meet the demands of the shopper that are driven by a season, holiday or cultural event.   

2024 BRONZE

U by Kotex With U She Can Roadshow To End Period Poverty

U by Kotex’s “Roadshow To End Period Poverty” took a season in which its category had historically played a peripheral role and leveraged it to capture the hearts and purchases of teens and their moms at Walmart. The brand’s (literal) drive across America to end period poverty in schools resonated with back-to-school shoppers by demonstrating that for students in need, period supplies are school supplies. The program reversed a -18% decline in brand buyers with a +21% buyer lift, and also helped drive +11% in category dollar sales at Walmart.

Brand: U by Kotex
Client: Kimberly-Clark
Agency: VMLY&R Commerce United States
Language: English

2024 BRONZE

Coorsicles

For a beer brand, “March Madness” is a MUST WIN. Sales spike—specifically on-premise sales dramatically increase as fans gather for games. The tournament is awesome, but stressful for fans. It’s called March Madness—the opposite of chill. Tricky for Coors Light, which is all about CHILL. By introducing Coorsicles, Coors Light injected the perfect element of Chill into March Madness. Spiking sales (+9.5%), facilitating engagement (entries & active leads massively over-delivered) and inserted Coors Light into the media cycle (over 1 Billion earned impressions). Coors Light for the win, win, win!

Brand: Coors Light
Client: Coors Light
Agency: Mischief @ No Fixed Address
Language: English

2023 SILVER

Sam's Club The Big Split for College

As parents of college students discover, household items that they forget to buy will often be “shopped” at Mom & Dad’s. We realized that our oversized packages at Sam’s Club are ideal for sharing by parents and their student, since each large pack has separately wrapped mini-packs inside. "The Big Split for College" encouraged parents to stock up for their college kids’ household needs by purchasing the premium Cottonelle and Kleenex brands they love themselves and splitting them with their student during that “shopping at Mom & Dad’s” moment.

Brand: Kleenex
Client: Kimberly Clark
Agency: VMLY&R Commerce
Language: English

FINALISTS

Dewar´s Un regalo único para papá

Amazon Spend Less on Your Kids

Tyson This Calls for a Grill