Commerce & Shopper: Single-Retailer Program- Mass Merchants

For campaigns that ran with a tailored, retailer-specific idea and excecuted that idea at a single retail mass merchant chain.

2013 SILVER

Diet Coke and Target Young Designer Challenge

Carbonated Beverage category sales were soft at Target. An aging loyal population & macro-economic factors have been driving a decline of carbonated beverages overall. Diet Coke and Target partnered to surge excitement back into the category with The Young Designer Challenge campaign. We set out to introduce the new Diet Coke re-designed packaging by aligning with fashion and style, to capture the attention of a younger generation, while increasing Target beverage sales. The program drove Target $ share increases for both total Coca-Cola Portfolio and for the Diet Coke brand.

Brand: Diet Coke
Client: Coca-Cola North America
Agency: Wieden+Kennedy
Language: English

2013 BRONZE

Febreze Fall and Holiday Innovation Plan

During the holidays, shoppers used seasonal scents to finish off their dcor. But they were going to specialty stores for those scents. Our task was to disrupt women as they shopped and showcase the Febreze scents available at Walmart. Our fall and holiday retailtainment pallets revolutionized the way air care was displayed. A pumpkin-shaped pallet and a life-size Christmas tree brought an unexpected seasonal scent experience to the store. We reversed a declining brand and category, producing $124 million in sales and a 34.9% Febreze share for Walmart

Brand: Febreze
Client: Procter & Gamble
Agency: Saatchi & Saatchi X
Language: English

2013 BRONZE

Follow Lolo Run

For Family Dollar to win the P&G/Olympics game, it needed more of an emotional message to connect with their shopper. And a differentiating message to stand out from their competition down the street. And Family Dollar shopper (and Olympic hurdler), Lolo Jones knows a lot about life's hurdles. The Follow Lolo Run program shared her story building up to and during the games, reminding shoppers that Family Dollar and P&G offers the right tools and support to be a champion every day, while growing sales +9% beyond the previous year.

Brand: Procter & Gamble
Client: Procter & Gamble
Agency: Upshot
Language: English

FINALISTS

Unilever Beauty & Personal Care Portfolio Target Gender Inclusive

Coca-Cola A Taste of Space – Coca-Cola Creations Starlight

Secret Secret #Watchme