Commerce & Shopper: New Product/Service Introduction
Any commerce and/or 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.
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PROGRAM
2019 GOLD
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.
Brand:
LUMIFY
Client:
Bausch + Lomb
Agency:
Blue Chip Marketing Worldwide
Language:
English
2019 SILVER
Lay's Baked
Chips baked in the oven remain exceptionally tasty, but contain 50% less fat, so you can allow yourself more! The main goal of the launch of the category was to show the unique features of the product. And we did it!
Brand:
Lay's Baked
Client:
Frito Ley Manufacturing LLC
Agency:
Seven
Language:
English, Russian
2019 BRONZE
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.
Language:
English
FINALISTS
Philadelphia Cream Cheese
Tax Free Bagel
Cheetos
Introducing the Cheetos Duster
SOUR PATCH KIDS
SPK Mystery at Circle K
