Shopper Marketing: New Product/Service Introduction
Any shopper effort used to introduce a new product or service. New products/services may include a whole new brand, a new product from an existing brand, or a new line extension.
Recharging Redness Relievers in a Beautiful Way
Bausch + Lomb introduced new innovation into a declining category with LUMIFY, a new redness reliever eye drop. With the goal of bringing new users into the category, we positioned LUMIFY’s unique benefits for whiter, brighter, more radiant looking eyes to a new target, the beauty enthusiast. Aiming to capture her when she was shopping in beauty, LUMIFY created a ‘bridge’ between beauty and eye care at retail stores. LUMIFY single handedly lifted the redness reliever category by 26%, and 70% of LUMIFY purchases were cross shopped with beauty products.
Client: Bausch + Lomb
Agency: Blue Chip Marketing Worldwide
OREO Mint Hot Chocolate at 7-Eleven
Our challenge was to drive cookie category growth at 7-Eleven to surprise and delight OREO shoppers at 7-Eleven with a unique,category-crossing event featuring a new, exclusive OREO hot beverage offering. The program incorporated an unprecedented four categories in-store, all cross-promoting excitement around and driving attention back to the hot beverage product. Pre-shop support reached Millennial shoppers with relevant influencers, gamification, and social formats, all of which drove trial. The unified onsite and digital efforts produced increased sales and benchmark-breaking digital reach.
Brand: OREO Cookies
Client: Mondelēz International
Agency: Phoenix Creative Co.