Shopper Marketing: Multi-Brand Shopper Solution
This award will celebrate multi-brand/product/manufacturer solutions that came together to address exactly what their target shopper needed.
Power Their Potential Back-to-School Program
Getting her kids' morning nutrition right during back to school is extremely important to Mom. Quaker set out to deliver the Power Their Potential program to give moms the solution they needed for a better morning while also helping to inspire kids to be their best. Our objectives were to grow sales by 5% vs. the prior year, outperform the competition, and reverse continuous share decline. We reached these goals by delivering +6.9% sales growth, achieving positive dollar sales where competition lagged, and restoring positive share growth.
Brand: Quaker Oats
Client: Quaker Oats
Agency: Saatchi & Saatchi X
The Best in Beauty 2011
We faced two challenges for the 2011 P&G Beauty Scale event. First - convince "Want-It-All" shoppers that P&G's beauty brands were equal to department store brands. Second - get retailers excited about the program. We partnered with Allure and their "Best of Beauty" awards to spotlight winning P&G products and created a strong claim, "Best of the Decade," highlighting the 4 most awarded brands of the decade. Retailers got on board thanks to a robust marketing campaign: TV, print, digital, mobile tour and premium in-store displays.
Brand: P&G Beauty Scale (Olay, Pantene, Clairol, Venus, Secret, CoverGirl, Fekkai)
Client: Procter & Gamble
Agency: Leo Burnett/Arc Worldwide
Walmart and P&G Family Movie Night
When families were struggling to find content on TV the whole family could watch together, Walmart and P&G used their size and scale for good and developed reoccurring, free, family-friendly TV-movies and branded these events as "Family Movie Night." They created an integrated marketing campaign that not only connected moms with the brand equities of these companies, but also drove incremental trips to Walmart and sales of the brands that supported Family Movie Night.
Agency: The Martin Agency