Commerce & Shopper: Multi-Brand Shopper Solution

This award will celebrate multi-brand/product/manufacturer solutions that came together to address exactly what their target shopper needed.  



Unilever Kroger Scents of Confidence

Unilever and Kroger showed Puberty-Puzzled Parents how to take the sweat out of finding their tweens’ first deodorant. Instead of dividing deodorants by gender, we helped them shop based on their tweens’ personalities and passions. This armed parens and kids with a Scents of Confidence. The campaign increased Unilever deodorant sales by 20%, drove retention with 40.6% repeat shoppers during the program period, and increased our share of sales to 47.13% for the deodorant category. Ultimately, Scents of Confidence positioned Unilever as #1 at Kroger among households with children.

Brand: Unilever Beauty & Personal Wellness
Client: Unilever
Agency: Arc Worldwide
Language: English

Diageo Pretty Simple Drinks

In 2017, shoppers bought way more wine and beer, and way fewer Diageo spirits. Why? Because even though spirit shoppers wanted to serve beautiful cocktails during at-home gatherings, the intimidation and complexity of cocktails was causing them to switch to wine and beer in-store. That’s why we developed a multi-brand program with five Diageo brands– showing just how easy it is to create Instagram-worthy cocktails in under 60 seconds. Ultimately, we provided shoppers with all the ingredients, education, and inspiration needed to make Pretty. Simple. Drinks.

Brand: Diageo
Client: Diageo North America
Agency: TracyLocke
Language: English

AHOLD Feeding America Program – Hidden Camera on Hunger

One in five children will go hungry in America this year. Not only are many people unaware of this statistic, but they’re also confused about how they can help. Unilever and AHOLD joined forces to put a Hidden Camera on Hunger through an in-store sampling campaign turned viral video that made shoppers appreciate what it’s like when children in America go hungry.

Brand: Unilever
Client: Unilever
Agency: Geometry Global
Language: English

2017_sme_2017_e-55-909_hero_1 Procter & Gamble Scale, Sam's Club Sam's Club P&G Full Home Happy Home 16/17
2014_7913_hero_1 Gain Driving Gain MegaBrand at Walmart
2014_8729_hero_1 Safeway The Safeway Discover What's New Program

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