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.

2020 BRONZE

Diageo Portfolio Bottle & Bow

Yearly, total beverage alcohol has a $5 billion share in the US, but spirits only account for about a quarter of gift sales as shoppers default to wine and beer. Diageo found a creative way to disrupt gifters along their shopping journey and introduce their portfolio of products with a gifting solution based on occasion, relationship to recipient, personality type, and budgetary constraints. The program put more Diageo products in shoppers’ virtual and physical carts, drove retailer volume lift (+42%), increased online share gains and contributed to higher basket ring.

Brand: Diageo
Client: Diageo North America
Agency: TracyLocke
Language: English

2019 GOLD

Diageo Pretty Simple Drinks

In 2017, shoppers bought way more wine and beer, and way fewer Diageo spirits. Why? Because even though spirit shoppers wanted to serve beautiful cocktails during at-home gatherings, the intimidation and complexity of cocktails was causing them to switch to wine and beer in-store. That’s why we developed an omni-channel program with five Diageo brands– showing just how easy it is to create Instagram-worthy cocktails in under 60 seconds. Ultimately, we provided shoppers with all the ingredients, education, and inspiration needed to make Pretty. Simple. Drinks.

Brand: Diageo
Client: Diageo North America
Agency: TracyLocke
Language: English

2019 SILVER

Top Your RITZ

While RITZ Crackers are a longtime staple for rich-tasting holiday entertaining recipes, millennials were failing to see the brand’s relevance come Spring and bypassing the cracker aisle in search of lighter, fresh fare. RITZ Crackers needed to redefine cracker usage to include more casual, spur-of-the-moment springtime gatherings. Leveraging social content and retailer-specific mobile experiences, the RITZ brand told a versatility story that inspired different uses of RITZ Crackers (whether topped, dipped or eaten unadorned), partner solutions and consumption occasions. RITZ Crackers ultimately redefined perceptions withthis tech-driven younger audience.

Brand: RITZ Cracker
Client: Mondelēz International
Agency: Geometry (New York)
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