Shopper Marketing - February 2018 - 10

SHOPPER MARKETING FEBRUARY 2018

THE ART OF
MERCHANDISING

TM

Sun Brings Health & Wellness to Life
By Ed Finkel

ROSEMONT, ILL. - Challenger brands typically lack the
finances and overall capacity of category leaders, so how
do they succeed in connecting with retailers and breaking through to shoppers?
First, they need to figure out how to square the circle
of getting their brand, retailers and shoppers on the
same page. Then, they need to connect emotionally
with shoppers, according to Derek Joynt, executive vice
president, client leadership, at The Mars Agency.
During a panel discussion at the Path to Purchase
Expo in September, Joynt and colleague Kristen Sabol,
vice president, client leadership, appeared with Ken
Krasnow, vice president, omnichannel marketing, at
Sun Products Corp., a subsidiary of German-owned
Henkel Corp. They detailed a campaign to promote
Henkel's laundry and household cleaning brands that
did so well at Sam's Club, the retailer asked them to sign
over the assets at the conclusion.

to a growth strategy. "We're talking to a busy mom. Her
house being clean and her family being healthy is what's
important to her," she said.
But the brand marketers and the agency were aware
that a functional approach would not help them take
advantage of the potential opportunity in a $500 billion
category expected to grow 50% in the next five years.
So they leveraged an insight from the U.S. Centers for
Disease Control that helped them build in emotional
resonance: that in addition to diet and exercise, keeping healthy means a clean, dust-free, mold-free, dry
environment.
"Most illness is derived from the home," Krasnow
said. "This [insight] will enable us to talk on a whole
different level to mom." Sabol added: "How do we do
this in a new and unique way, to engage her?"
They settled on the theme: "Take care of your home
like it's your family."
The Mars Agency's Derek Joynt, left,
presents alongside Mars' Kristen Sabol
and Sun Products Corp.'s Ken Krasnow.

HOOKS | SHELF MERCHANDISING | LABELING
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©2015 Trion Industries, Inc.

Success was far from guaranteed at the outset. "Working with our retailers has not become easier. It takes
a lot of hard work," said Krasnow, who came to Sun
Products from PepsiCo. "As a category leader, retailers
are depending on you. As a challenger brand, it's, 'Hey,
do you want to hear from me?' You've got to find very
creative ways ... to earn that seat at the table."
There are a plethora of laundry and household product brands and no obvious way to stand out. Initial
discussions centered around moving from transactional
relationships to emotional connections with shoppers,
which Krasnow notes has worked well for brands like
Gatorade and Starbucks. But to suggest, "I've got to
make my laundry brand connect with consumers on an
emotional level?" he said. "That's a taller climb."
To overcome smaller budgets, challenger brands need
to tap their creativity like the creators of "Star Wars" did
when developing the original film, before it had become
a cash-cow; or like Mick Jagger did in developing his
signature dance moves on small stages before the Rolling
Stones became an international icon, Krasnow said. "How
do we, as a challenger brand, move like Jagger without big
budgets?" he said. "If not everybody is working hard in
the right ways, you have to find different roles for them."
Sun Products and The Mars Agency approached Sam's
Club with a brief detailing "how to bring health and
wellness to life," Sabol explained, detailing tactics to
produce a win for brand, shopper and retailer. The partners suggested synthesizing shopper data to build an
understanding of what's important to her and could lead

Among the "fun facts" that Sun Products and The
Mars Agency presented: Your pillow doubles in weight
over time due to dust, skin particles and sweat, but you
can wash a pillow with detergent and even include a
tennis ball in the washer to keep the pillow fluffy. Also,
when you wash your hands, only half of germs come
off - and the other half comes off on the towel. That
presents a potential sanitary disaster at a party if you're
serving hors d'oeuvres, unless you offer disposable hand
towels.
"Now I've gotten a deeper level of recognition" for the
needs fulfilled by cleaning products, Krasnow said. "We
produced videos that dimensionalize these hot spots."
Those videos and the insights behind them "got a bite"
from executives at Sam's Club, and they worked together
to build the program "from the ground up," he said.
The 25 videos focusing on hotspots around the house
were "very visual, you could watch them on your phone
or other mobile device and understand the product
solution very quickly," Sabol said. "We delivered a nirvana of incremental sales for the brand and retailer, and
drove people into the category with shopper-content
interaction."
In addition to top-line sales increases, the campaign
produced mightily on video views, comments and
shares, indicating high levels of engagement, Krasnow
said. And probably the proudest success was Sam's
Club's request to sign over the assets of the program.
Ultimately, he said, "We got a seat at the big-boy, big-girl
SM
table."


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Table of Contents for the Digital Edition of Shopper Marketing - February 2018

Contents
Shopper Marketing - February 2018 - Intro
Shopper Marketing - February 2018 - 1
Shopper Marketing - February 2018 - 2
Shopper Marketing - February 2018 - Contents
Shopper Marketing - February 2018 - 4
Shopper Marketing - February 2018 - 5
Shopper Marketing - February 2018 - 6
Shopper Marketing - February 2018 - 7
Shopper Marketing - February 2018 - 8
Shopper Marketing - February 2018 - 9
Shopper Marketing - February 2018 - 10
Shopper Marketing - February 2018 - 11
Shopper Marketing - February 2018 - 12
Shopper Marketing - February 2018 - 13
Shopper Marketing - February 2018 - 14
Shopper Marketing - February 2018 - 15
Shopper Marketing - February 2018 - 16
Shopper Marketing - February 2018 - 17
Shopper Marketing - February 2018 - 18
Shopper Marketing - February 2018 - 19
Shopper Marketing - February 2018 - 20
Shopper Marketing - February 2018 - 21
Shopper Marketing - February 2018 - 22
Shopper Marketing - February 2018 - 23
Shopper Marketing - February 2018 - 24
Shopper Marketing - February 2018 - 25
Shopper Marketing - February 2018 - 26
Shopper Marketing - February 2018 - 27
Shopper Marketing - February 2018 - 28
Shopper Marketing - February 2018 - 29
Shopper Marketing - February 2018 - 30
Shopper Marketing - February 2018 - 31
Shopper Marketing - February 2018 - 32
Shopper Marketing - February 2018 - 33
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Shopper Marketing - February 2018 - 38
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Shopper Marketing - February 2018 - 63
Shopper Marketing - February 2018 - 64
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