Commerce & Shopper Manufacturer: Loyalty, Awareness, Sales, Trial

The spotlight here will shine on those campaigns that had one or more of these objectives (loyalty, awareness, sales, trial) as the driver for the effort.



Fusion/Madden - Look your best. Play your best.

The Madden NFL campaign at Walmart stimulated growth for an established brand, Gillette Fusion. Fusion razor sales at Walmart surged 5% while sales everywhere else declined. Two insights inspired our thinking. First, while in the shave aisle our target was oblivious to new products, focusing only on picking up refills for his existing razor. Second, he was highly engaged with both the NFL and video gaming. Our solution? We used these interests to jar shoppers out of their "refill" mindset, not only in the shave aisle but throughout the store.

Brand: Gillette Fusion
Client: Procter & Gamble (Walmart Global Customer Team)
Agency: Saatchi & Saatchi X
Language: English

U by Kotex Launch

The feminine care category was old, tired and boring. Girls didn't like shopping for pads, tampons and liners, and retailers didn't like displaying them anywhere other than the fem care aisle. To make matters worse, category communication was stuck in the 1950s, completely out of sync with millennial girls. It was time to get real. The U by Kotex launch broke down decades-old feminine hygiene category conventions and created a brand fit for 21st century women. We made Kotex relevant again. Maybe moreso than ever.

Brand: U by Kotex
Client: Kimberly-Clark
Agency: JWT/OgilvyAction
Language: English

Home Collections Launch

The launch of Febreze Home Collections at Walmart propelled Febreze from #3 position in the air-care category (behind Glade and Air Wick) to #1. Our mission was to steer traffic and sales away from specialty air-care retailers (like Bath & Body Works) to Walmart. We elevated the perception of Walmart as a destination for premium air-care items and mimicked ways she's engaging with those products in specialty stores. In-store displaysplus digital, print and social mediashowed her she could find unexpected indulgence at Walmart with Febreze Home Collections.

Brand: Febreze
Client: Procter & Gamble (Walmart Global Customer Team)
Agency: Saatchi & Saatchi X
Language: English


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