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Procter and Gamble
Walgreens for a Healthy Home

RAN IN: North America

CLIENT
Procter & Gamble

Neith Cardenas, Customer Team Marketing Manager
Patrick McManus, Senior Account Executive
Sarah Wells, Account Executive

AGENCY
Leo Burnett/Arc *Lead Agency

Karuna Rawal, U.S. President and Chief Strategy Officer
Chris Cancilla, Chief Creative Officer
Stephanie Fuschetti, Assistant Account Executive
Jason Osbolt, Senior Producer
April Carlisle, SVP, Global Shopper Marketing
Maria Guirados, Associate Creative Director
Andrew Wiegand, Senior Account Executive


Starcom


SUMMARY

Our shopper counts on Walgreens to keep her family healthy. But when it comes to P&G products she needs for a healthy home, she rarely thinks of Walgreens, relying instead on Big Box stores. In 2016, we worked to reverse that thinking by convincing her that the P&G products she wanted could be found at a place she was already shopping. Through targeted imedia, seasonal endcaps and a Better Homes and Gardens partnership, we reframed her nearby Walgreens as a go-to for home essentials, lifting P&G sales there by 147%.

CASE VIDEO


Hero Medium: DIGITAL/INTERACTIVE

Medium Featured On Video: BRANDED CONTENT During;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Display Ads;DIRECT During;DIRECT Email;MOBILE/TABLET During;MOBILE/TABLET Display Ad;PRINT During;PRINT Retailer Specific Publication;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE POP;RETAIL EXPERIENCE Sales Promotion;SPONSORSHIP During;Other During

Audience: Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English