Commerce & Shopper: Omni-Channel Shopper Solution

In-store, online, customer service, loyalty programs, mobile apps, delivery services, social media, aisle disruption… Winners and finalists in this category represent the best examples of manufacturers and retailers committed to providing effective omni-channel commerce and shopper programs.

2022 GOLD

Full Of Detroit Soul

With their omnichannel campaign, “Full of Detroit Soul,” Pepsi helped pour pride back into a city shrouded in negative stereotypes & declining sales. By giving local creators a platform to share their talent & stories, Pepsi created a deeper, more authentic connection with Black Detroit consumers & the city. The result was a +10.4% sales change vs same period YAG, and the campaign earned 216MM+ media impressions – proving that not only did we ignite pride, but we propelled action.

Brand: Pepsi
Client: PEPSICO BEVERAGES NORTH AMERICA
Agency: TracyLocke
Language: English

2022 GOLD

Spirits To Fit Your Lifestyle

More than ever, consumers are drinking “mindfully” - placing more preference/consideration towards bev-alch drinks aligning with a wellness-oriented lifestyle. The problem is- spirits are not the top (or even second) choice for these mindful moments. So we uncovered why, and created a unique portfolio spirits platform that successfully drove inspiration and conversion, supported by an omnichannel activation plan. This program overly surpassed sales and sell-in expectations, achieving many first-time wins for our organization. The platform was so successful, retailers asked for a year 2 execution of the program.

Brand: Diageo
Client: Diageo
Agency: Arc WW
Language: English

2022 SILVER

Ziploc Functional Fashion

With this omnichannel campaign, Ziploc helped shoppers experience the Beauty of Bag Bliss thanks to their fashion-forward Ziploc Accessory Bags. While Ziploc was the category leader in superior food storage, it made growing the brand a challenge. By creating a category within a category across multiple retailers, Ziploc entered the world of fashion and beauty organization, helping shoppers find what they’re looking for and look good doing it. This attributed to shopper increases from Y1 to Y2 in spend per trip +18%, basket size +12%, and brand loyalty +15.8%.

Brand: SCJohnson
Client: S.C. Johnson
Agency: TracyLocke
Language: English

FINALISTS

ZzzQuil & Pure Zzzs ZzzQuil Better Sleep for Better Days

Kraft The Kraft World Cup Burger Joint

Canon Beauty deserves to be printed