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.

2014 BRONZE

Tide Pods Innovation at Walmart Shelf

With no innovation in laundry detergent since Tide launched liquid in 1984, Tide Pods unit-dose solution was in a position to transform the category, despite a premium price point. Lost in the sea of Tide orange on shelf, our breakthrough shelf display took our shopper off autopilot, framing her laundry solution through motion-activated lights and video. Out-of-store activities on Walmart.com and co-branded newspaper inserts drove awareness. Sales volume of Tide Pods at Walmart was significantly higher than the balance of the US market and dramatically over sales objectives.

Brand: Tide
Client: Procter & Gamble
Agency: Saatchi & Saatchi X
Language: English

2014 BRONZE

ZzzQuil Sleep-Aid

P&G saw an opportunity to help people with a pervasive problem. It is estimated that 50-70 million Americans suffer from a chronic sleep disorder. But people avoid using sleep-aids because they are unsure of how they might be affected, resulting in category household penetration only just above 15%. ZzzQuil not only achieved the #1 branded sleep-aid in dollar share in its launch year, but also grew the category and increased household penetration among new and lapsed users. Moreover, ZzzQuil eased people's fears and gave them a beautiful night's sleep.

Brand: Vicks
Client: Procter & Gamble
Agency: Leo Burnett/ArcWorldwide
Language: English

2013 SILVER

Febreze Car Air Freshener Launch

Take the superior air care experience of Febreze and extend it to an automobile. Thats Febreze Car. We launched this new product at Walmart a full thirty days before its national launch. With no national media for support, we created in-store displays that truly captured the shopper s attention. During the first month of the national launch, we exceeded Walmarts goals by delivering 100% of total US sales the first week of launch, 72% of total US sales the first month of launch, and 52% of total US sales ongoing.

Brand: Febreze
Client: Procter & Gamble
Agency: Saatchi & Saatchi X
Language: English

FINALISTS

Philadelphia Cream Cheese Tax Free Bagel

Cheetos Introducing the Cheetos Duster

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