Commerce & Shopper: Single-Retailer Program- Drugstores

​For campaigns that ran with a tailored, retailer-specific idea and executed that idea at a single retail drugstore chain. 

2023 SILVER

Walgreens Untold Beauty

Unilever knows that beauty comes in all shades, but the aisles of Walgreens weren’t reflecting that. Our challenge? Multicultural shoppers were seeing promotional tags – not themselves - when they shopped the Beauty & Personal Care (BPC) aisles at Walgreens. To revolutionize their experience, Unilever partnered with Walgreens to share previously unheard beauty stories. We called it Untold Beauty. As these stories unfolded, shoppers saw themselves in the aisles, instead of those promotional tags.  And as the voices of our shoppers rose, so did our brand sentiment and our sales.

Brand: Unilever BPC
Client: Unilever
Agency: Arc Worldwide
Language: English

2023 BRONZE

CVS Dove Positively Real

Beauty/Personal Care trips to CVS have been in decline, with Dove experiencing negative sales impact. So we uncovered how to align CVS’ and Dove’s beauty purposes in a unique and inspirational way that disrupted our shoppers’ usual health-oriented trip. Our Dove portfolio program, “Positively Real,” celebrated our shoppers’ real, unaltered beauty and was supported by a 360 omnichannel plan. Our results brought in +15% dollar sales lift for Dove’s total portfolio, proving our story was powerful. This program has been so successful, we’re currently working on a year 2 execution.

Brand: Unilever BPC
Client: Unilever
Agency: Arc Worldwide
Language: English

2018 SILVER

Tylenol RRG - Walgreens

This execution of the Tylenol® Rapid Release Gels campaign identified the intersection between a key strength of the brand’s product (speed) and Walgreens strength (convenience) to create a single-retailer program that addressed specific shopper need to improve business results for both the brand and the retailer. The campaign leveraged traditional tactics as a foundation and layered contextually targeted elements to reach an audience in need of what the brand had to offer – rapid pain relief – from a convenient retail location: Walgreens. 

Brand: Tylenol Rapid Release Gels
Client: Johnson & Johnson
Agency: Upshot
Language: English

FINALISTS

TRIDENT Be In A Class Of Your Own

Procter & Gamble Olay - Project Proof