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.

2016 GOLD

FLONASE Allergy Relief Over-the-Counter Launch

Launching prescription-strength FLONASE over-the-counter meant introducing the brand into a category where people traditionally shop on autopilot. In order to grab their attention, we created the biggest launch in GSK history, using an omnichannel approach to educate allergy sufferers about the more complete allergy relief of FLONASE, and drew their attention to the allergy aisle at top retailers nationwide. Within the first six months of the launch, we exceeded our target brand share and in the process, grew the category for all of our retail partners.

Brand: FLONASE Allergy Relief
Client: GlaxoSmithKline
Agency: Epsilon
Language: English

2016 SILVER

Unilever Dry Spray Antiperspirant Launch

If youre the global deodorant category leader, how do you bring life to a forgettable, highly habitual category in the U.S.? You launch a new product format to shake it up! Unilever launched new Dry Spray Antiperspirants from trusted brands (Dove, Dove Men+Care, Degree, Axe) and got shoppers to "Try Dry!" Through huge-trial driving efforts, Dry Sprays contributed 93% of category growth and brought shoppers new benefits they didnt know they could expect from their deodorant. Shoppers made the switch and embraced a new way to stay dry!

Brand: Dove, Dove Men+Care, Degree, Axe
Client: Unilever
Agency: Team Unilever Shopper
Language: English

2016 BRONZE

Pink and Black

Pink & Black has been one of the most successful ice cream product launches in history. The launch has not only achieved an outstanding awareness, it did it with a relevant message to Pleasure Seekers, a message that made them feel identified. A perfect channel strategy that made every touch point relevant and efficient in conquering results. The success was such that in a world full of novelties and product launches, sales and trial was overly accomplished.

Brand: Magnum
Client: Unilever
Agency: LOLA-MULLENLOWE S.L.U.
Language: English

FINALISTS

Philadelphia Cream Cheese Tax Free Bagel

Cheetos Introducing the Cheetos Duster

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