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.
Purina® Small Dog Squad
While small dogs account for 70% of the population growth, the category at Walmart was segmented by price tiers, not dog size. Small dog owners assumed if the kibble was small enough for their dog’s mouth, it was good enough for them to eat. They weren’t considering special nutrition for their small bodies, mainly because they weren’t aware of the need for it. With the launch of Bella, a brand specifically formulated for small dogs, Purina grew their small dog portfolio at Walmart, while helping the retailer grow the category.
Client: Nestlé Purina Petcare
Agency: Geometry Global