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.

2021 SILVER

Fuel their dreams

The pandemic onset switching behavior which led to a decrease in brand loyalty. It also threatened a critical marketing occasion in the breakfast category: back-to-school. Puck sought to defend their position and grow relevancy, but was able to surpass expectations win consumers’ minds, hearts and wallets with an emotionally uplifting campaign that brought moms and kids closer together through positive future oriented conversations about dreams. Puck helped start these conversations with interactive lenses content and POSM. Making Puck the only brand to grow in volume and share.

Brand: Puck
Client: Puck
Agency: FP7 McCann Dubai
Language: English

2021 SILVER

Ariel & Tide E-direct

eDirect introduced a new business model in the saturated Laundry category: direct to consumer. It addressed unmet needs that cannot be dealt with via the current retail model: seamless delivery, smart refillable packaging, and great value. By marrying the best of eCommerce and repeatable household deliveries, it upgraded the buying and storage experience of users. This has led to higher volume and spend per buyer: 27Kg (5Kg per retail trip), SAR180 (SAR42 per retail trip) and a 10% repeat rate within the first two months, all while increasing our profitability. ¦ eDirect introduced a new business model in the saturated Laundry category: direct to consumer. It addressed unmet needs that cannot be dealt with via the current retail model: seamless delivery, smart refillable packaging, and great value. By marrying the best of eCommerce and repeatable household deliveries, it upgraded the buying and storage experience of users. This has led to higher volume and spend per buyer: 27Kg (5Kg per retail trip), SAR180 (SAR42 per retail trip) and a 10% repeat rate within the first two months, all while increasing our profitability.

Brand: Ariel & Tide
Client: Procter & Gamble (P&G)
Agency: Procter & Gamble (P&G)
Language: English

2021 SILVER

CHIPS AHOY! and Dollar General Salute Service Members

To grow the 57-year-old CHIPS AHOY! brand at Dollar General, CHIPS AHOY! unleashed eye-catching camo packaging and a robust digital, social, and in-store program to capture shopper and employee engagement. The mission-driven program generated goal-surpassing Dollar General cookie category sales and increased Cookie Category $ sales. Unprecedented media, PR, and social impressions exceeded benchmarks with 2.3MM impressions and a double-the-benchmark .28% first action rate.

Brand: CHIPS AHOY!
Client: Mondelēz International
Agency: Phoenix Creative Co.
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