Caption
PRODUCT REPOSITIONING TO DRIVE TRIAL
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.
SEASONAL CAMPAIGN TO DRIVE SALES
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
CONSUMER PROMOTION TO
GROW AWARENESS AND CONVERSION
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.
PRODUCT REPOSITIONING TO DRIVE TRIAL
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.
GENERATING IMPACT AT LAUNCH
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.
®
PRODUCT REPOSITIONING TO DRIVE TRIAL
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
VIRTUAL SAMPLING TO DRIVE TRIAL
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.
IMPACT
FULL DISTRIBUTION
across all 600 Sam’s Club locations
8.5% RETURN-USER RATE
​
SERVED UP SOME MUCH- NEEDED NORMALCY
during the pandemic
PRODUCT REPOSITIONING TO DRIVE TRIAL
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.
