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Procter & Gamble
Olay - Project Proof
RAN IN: United States
CLIENT
Procter & Gamble
Peter Choi, Walgreens Customer Team Marketing Manager
Jenee Sherwood, Walgreens Customer Team Marketing
Annmari Dipino , Walgreens Customer Team Marketing
Nicole Molenda, Account Executive
Justin Hurley, Category Development Account Executive
AGENCY
Kristine Munsen, Executive Director
Katie Chum, Supervisor
Cayla Sher, Strategist
SUMMARY
For the launch of Whips, Olay's most innovative re-formulation in a decade, we returned to our roots with skin science expertise. Olay released the product first at Walgreens - one month before the national launch to reinvigorate its presence in this critical channel.
Walgreens consumers experienced the visibly transformative results of Whips' light-weight formulation via a campaign based on scientific and social proof at a great value.
The campaign was a huge success – turning around a seven-year sales decline, becoming the #1 skin care launch at Walgreens in 2018.
CASE VIDEO
Hero Medium: RETAIL EXPERIENCE
Medium Featured On Video: RETAIL EXPERIENCE
Audience: Mothers
Objectives: Increase sales, volume
Type: Business to Consumer
Language: English
