Single-Retailer Program: Drugstores
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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
2017 GOLD
Build A Better Basket at Dollar General
Our challenge was to inspire Dollar Generals shopper to buy Hershey candies for Easter. She limits purchases to must haves only, and candy is often considered off limits. We showed her how to celebrate the season, while staying on budget. Hersheys virtual Easter basket-builder let her mix and match Hershey products with DG merchandise until she found the right mix for her budget. Hershey saw a 25% increase in sales and a 4% increase in seasonal share. Shoppers spent, on average, almost six minutes engaging with the brand online!
- Brand: The Hershey Company
- Client: The Hershey Company
- Agency: TPN
2017 GOLD
National Toilet Paper Day
Quilted Northern faced challenges growing in brick-and-mortar stores, with consumers less loyal and retailers favoring private label. Amazon needed to tackle low interest in buying toilet paper online. A partnership around a one-day promotion proved powerful: we combined Quilted Northern's promise of "Designed to be Forgotten" and Amazon's Subscribe & Save feature (putting toilet paper shopping on autopilot) to create an activation around the year's most forgettable day: National Toilet Paper Day. The results were memorable: big sales, new audiences and a pipeline of loyal subscription customers.
- Brand: Quilted Northern
- Client: Georgia-Pacific
- Agency: Droga5
FINALISTS
To browse winners in this category from previous years