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PRODUCT REPOSITIONING TO DRIVE TRIAL

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ISSUE

‘all brands had significant out-of-stock

issues during Spring months (Covid panic buying), which led to lost sales and share at Target.

INSIGHT

The guest has multiple brands of laundry care in their routine, but 80% of ‘all sales at Target come from AFC; opportunity to use masterbrand approach to build basket and drive portfolio sales.

IDEA

Leverage the ‘all good campaign and emotionally connect with mom by creating a full-funnel approach that will reach her across the shopping journey.

IMPACT

CATEGORY SHARE HAS INCREASED TO 4.9%

SALES HAVE GROWN +9.2% SINCE ALL MEDIA HAS GONE LIVE.

 Results pending as media runs through 1/30/2021.

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SEASONAL CAMPAIGN TO DRIVE SALES

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ISSUE

How do you reach new customers during the cluttered back-to-school period at retail?

INSIGHT

Shoppers look for little ways to cheer their kids up because parents can’t control what happens during the school day.

IDEA

Make it easy for parents to get their kids excited about eating a balanced lunch.

IMPACT

900K INCREASE
in Household Penetration

35% INCREASE
in units vs YAG

42% INCREASE 
in unit sales vs YAG

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CONSUMER PROMOTION TO
GROW AWARENESS AND CONVERSION

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ISSUE

How do you grow at Target when your brand awareness is low and switching is not top of mind?

INSIGHT

Although Target shoppers don’t put much thought into how best to care for their clothes, once they try Persil, 32.5% switch permanently.

IDEA

Focus on reviews and samples to show guests that a simple shift in routine not only benefits their clothes, but also satisfies an unmet need for a better way to clean.

IMPACT

42% HIGHER SALES

for Feb wk. 3 vs. YA. Set up the brand for Q1 success and beyond. FINAL results pending.

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PRODUCT REPOSITIONING TO DRIVE TRIAL

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ISSUE

How do you break through in a competitive category with a high barrier to switching brands?

INSIGHT

Shoppers want to provide the same level of love and attention to their pet family as they do their human family.

IDEA

Capitalize on spring health trends (detoxes) for humans and apply them to pets, with a strong incentive.

IMPACT

21% SALES INCREASE

vs YAG. Incremental SKU during the promotion.

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GENERATING IMPACT AT LAUNCH

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ISSUE

Mars was underperforming competitors in the chocolate bar category, which is traditionally driven by an older audience.

INSIGHT

Younger shoppers are seeking new varieties and formats.

IDEA

Announce the new format by featuring characters trapped in the bar to bring a younger audience into the category.

IMPACT

21% INCREASE

in Mars’ share of category. M&M'S   new bar won Product of the Year.

®

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PRODUCT REPOSITIONING TO DRIVE TRIAL

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ISSUE

How do you steal share of deal seekers’ pre-holiday wallets?

INSIGHT

During the holidays, value is a bigger priority so shoppers are less loyal to brands and retailers.

IDEA

Get shoppers to spend early with retailer-specific value messages supported by aggressive pricing.

IMPACT

COSTCO

BEST Q4 RESULTS

in several years.

WALMART

TV INVENTORY SOLD OUT IN
NOVEMER & DECEMBER

Above-average Electronics
sales, led by Samsung.

SAM'S CLUB

REPEAT OF LY SUCCESS FOR Q4

leading the category 

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VIRTUAL SAMPLING TO DRIVE TRIAL 

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ISSUE

How do you launch a new cocktail mixer at Sam’s Club when demos, sampling and even in-store signage are off the table?

INSIGHT

During the pandemic people were really missing simple holiday pleasures such as enjoying a cocktail at a bar.

IDEA

Give Sam’s Club members back a little bit of cocktail-hour holiday cheer by ordering up an engaging augmented reality experience featuring an expert mixologist and exclusive recipes from Dante Bar in New York City.

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IMPACT

FULL DISTRIBUTION

across all 600 Sam’s Club locations

8.5% RETURN-USER RATE

SERVED UP SOME MUCH- NEEDED NORMALCY
during the pandemic

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PRODUCT REPOSITIONING TO DRIVE TRIAL

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ISSUE

How do you outpace whiskey category sales growth at BevMo?

INSIGHT

Novice whiskey shoppers crave expert guidance at shelf.

IDEA

Create a best-in-class, voice-activated, at-shelf sales experience.

IMPACT

DOUBLE-DIGIT SALES LIFTS

(vs. YAG). Improved customer experience. Increased PR activity.

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