Effie Worldwide

Single-Retailer Program: Drugstores




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

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

Walgreens for a Healthy Home

Our shopper counts on Walgreens to keep her family healthy. But when it comes to P&G products she needs for a healthy home, she rarely thinks of Walgreens, relying instead on Big Box stores. In 2016, we worked to reverse that thinking by convincing her that the P&G products she wanted could be found at a place she was already shopping. Through targeted imedia, seasonal endcaps and a Better Homes and Gardens partnership, we reframed her nearby Walgreens as a go-to for home essentials, lifting P&G sales there by 147%.

  • Brand: Procter and Gamble
  • Client: Procter & Gamble
  • Agency: Leo Burnett/Arc


To browse winners in this category from previous years