Shopper Marketing: Category/Aisle Evolution

Some of the most impactful shopper marketing efforts occur when a deep understanding of shoppers’ attitudes, behaviors, and needs lead to innovative category/aisle evolution.

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The Diageo Whiskey 5

The Diageo Whiskey 5 portfolio program was effective because for the first time, whiskey was categorized based on “taste” and was presented to shoppers in a new way “they” could understand…not through traditional retail/trade aisle classifications or swayed by price & quality perceptions. By breaking down a very complex and often confusing category into 5 taste profiles (Smooth, Spicy, Bold, Sweet, Smoky), shoppers were less intimidated and more confident to discover brands that suited their own tastes.

  • Brand: The Diageo Whiskey 5
  • Client: Diageo North America
  • Agency: Mosaic Shopper
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Pdf

From Big Box to Food Boutiques

Metro Market didn't appeal to adventurous millennial shoppers who wanted intimate vs. huge and impersonal. By re-imagining and re-branding elements of the store to a create a public market-like atmosphere, they brought back young shoppers--and sales--in droves. Weekly visits increased by 64% and items per cart sales increased by 60%.

  • Brand: Roundy's/Metro Market
  • Client: Roundy's/Metro Market
  • Agency: Cramer-Krasselt
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Video
Pdf

Miles A Pump With Personality

In order to grow, it was imperative to engage with a younger demographic, but millennials don't care about gas the same way their parents did and they think of the experience at the pump as a "necessary evil". So we created Miles, an interactive gas pump that transformed the tedious act of getting gas into a fun experience.  Miles got over 800 media impressions and got consumers to remember BP and actively select us.

  • Brand: BP (British Petroleum)
  • Client: BP British Petroleum North America
  • Agency: Ogilvy
2018_sme_2018_e-350-270_hero_1 NABISCO Scale Ahold: Endcap of Dreams
2017_cl_2017_79_hero_1 Transbank TC Tour Cliché
2017_ec_2017_21_hero_1 Primax Maneja hacia lo increíble
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