Mondelez International

Stephen McGowan, Head of Shopper Activation & Strategic Partnerships
Beth Lowing-Froncek, Customer Director, Shopper Marketing
Taylor Noe, Customer Category Manager
Amber Douchette, Customer Category Manager
Laurie Stephenson, Sales Director, Drug

L'Oreal

Justin Jones, Director, Customer Marketing
Chad Klepper, National Acct Manager, CVS

Phoenix Creative Co. *Lead Agency

Abby O'Donnell, Director of Shopper Marketing
Olivia Ufkes, Account Manager

Our program smoothly pivoted TRIDENT brand messaging in the CVS demand space from a functional, tooth-whitening positioning to an emotionally uplifting brand positioning. It increased share and awareness with young CVS beauty shoppers and set the brand up for future expansion in that opportunity-rich demographic without decreasing sales share with the established core shopper. TRIDENT posted double-digit sales growth during the promotion period, lapping category increases and achieving the highest sales in a year despite the persisting, category-wide drag of COVID on store foot traffic.