Commerce & Shopper: Seasonal/Event
This category features events, platforms or programs that were created to meet the demands of the shopper that are driven by a season, holiday or cultural event.
Sam's Club The Big Split for College
As parents of college students discover, household items that they forget to buy will often be “shopped” at Mom & Dad’s. We realized that our oversized packages at Sam’s Club are ideal for sharing by parents and their student, since each large pack has separately wrapped mini-packs inside. "The Big Split for College" encouraged parents to stock up for their college kids’ household needs by purchasing the premium Cottonelle and Kleenex brands they love themselves and splitting them with their student during that “shopping at Mom & Dad’s” moment.
Client: Kimberly Clark
Agency: VMLY&R Commerce
Summer With The Champagne of Beers
With millennials increasingly choosing canned beer for summer, Miller High Life needed to reimagine how their can package could play a role in their drinking occasions to stem volume declines. Millennials believe High Life’s champagne-style bottle makes it worthy of drinking, so we created Summer With The Champagne of Beers, an omni-channel program built around a limited edition packaging design that transformed every can of High Life into a champagne-like experience. The program drove a year-over-year increase in volume for Miller High Life’s cans, outpacing the economy beer segment.
Brand: Miller High Life
Client: Molson Coors
Agency: Arc Chicago
Dunkin’ “All the Fall Things” 2020
In fall 2020, Dunkin’ faced dual headwinds: the dominance of our rival’s pumpkin spice latte and traffic declines due to COVID-19. However, by tapping into a shopper need for the early comfort of fall during a year of uncertainty, we gave Dunkin’ a motivating and differentiated way to win this highly competitive season. As a result, we saw a 122% increase in comp sales vs. Q2 (and a 4.1% increase vs 2019 fall), as well as an unexpected organic content trend inspired by one of millennials’ favorite 90s bands.
Client: Dunkin Brands
Agency: Arc Chicago