Shopper Marketing: Awareness, Trial, and Conversion

For efforts that used shopper insights to increase awareness and trial to lead to conversion for their established product/brands.



Underjams at Walmart Overcomes Bedwetting

When a child struggles with bedwetting, it impacts more than just the child, as Mom feels she has failed as a mother. Mothers of children who struggle with bedwetting need advice on what to do and a better way of communicating with her child about this sensitive topic. Pampers UnderJams offered expert counsel and a unique solution to reach her child. Mom’s responded by finding UnderJams at Walmart, leading to business growth.

Brand: Pampers UnderJams
Client: Procter & Gamble
Agency: Saatchi & Saatchi X

Go Commando

How does the #5 toilet paper brand come from behind to claim the category’s raison d’être: getting you clean? The Cottonelle brand’s unique texture “removes more,” but shoppers thought their current toilet paper got them clean enough – and didn’t want to hear otherwise. So Cottonelle challenged people’s confidence in clean by asking, “Are you clean enough to go commando?” By changing how shoppers choose their toilet paper, Cottonelle surpassed its full-year brand equity goal in six months, boosted share by 7.3%, and leapfrogged a competitor to become the #4 brand.

Brand: Cottonelle
Client: Kimberly-Clark Corp.
Agency: Geometry Global

Break Up with Bounty

For nearly 50 years shoppers were not given a reason to look beyond the longstanding performance criteria of "strength/absorbency" set forth by the category leader.  In 2014, newcomer Viva Vantage had a change-worthy improvement to introduce: stretch!   Since launch, Viva Vantage has proved itself to be a winning product that uncovered an unmet consumer need:  the unique stretch provides exceptional scrubbing power.  Since its introduction, Viva Vantage has exceeded distribution goals by 173% and has increased brand market share.  

Client: Kimberly-Clark
Agency: Geometry Global

2018_sme_2018_e-323-024_hero_1 TRISCUIT Crackers Kroger Triscuit: A Slice, A Dollop, A Sprinkle
2017_cl_2017_09_hero_1 BBVA BBVA Funcionalidades
2017_cl_2017_35_hero_1 Gasco Escapadas Gasco

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