Shopper Marketing - February 2018 - 3

PUBLISHER Mike McMahon
(773) 249-6778, mmcmahon@ensembleiq.com
EDITORIAL DIRECTOR Bill Schober
(773) 992-4430, bschober@ensembleiq.com
EXECUTIVE EDITOR Tim Binder
(773) 992-4437, tbinder@ensembleiq.com
MANAGING EDITOR Charlie Menchaca
(773) 992-4432, cmenchaca@ensembleiq.com
PRODUCTION DIRECTOR Ed Ward
(773) 992-4418, eward@ensembleiq.com
ART DIRECTOR/PRODUCTION MANAGER Sonja Lundquist
(773) 992-4419, slundquist@ensembleiq.com

CONTRIBUTING EDITORS
Peter Breen, Cyndi Loza, Patrycja Malinowska,
Samantha Nelson

CONTRIBUTING WRITERS

CONTENTS
4 Editorial: Peter Breen
6 Solution Provider News
6 Le Petit Marseillais Launch
When J&J brought its Le Petit Marseillais brand
to market in the U.S., it identified the brand's
U.S. consumer, built messaging and strategy
rooted in insights, and supported the launch
with customized programs at key retailers.

Michael Applebaum, Anne Downes, Ed Finkel, Erika Flynn, Chris Gelbach,
Dawn Klingensmith, Neal Lorenzi, April Miller, Dan Ochwat

SALES
Bill Baumann, Director of Sales
(609) 610-5400, bbaumann@ensembleiq.com
(Serving the Southern United States)
Rich Zelvin, Associate Publisher
(773) 992-4425, rzelvin@ensembleiq.com
(Serving the Eastern United States, Canada, International)
Craig Hitchcock, Associate Publisher
(773) 992-4422, chitchcock@ensembleiq.com
(Serving the Western United States)

Displays that work, Page 60

11 Driving Shoppers to Target
Campbell Soup Co.'s 2016 Friendsgiving and
hoilday program connected with Millennial
shoppers, inspired celebrations and promoted
meal solutions.

SPECIAL REPORTS

12 Feature: Zero-Based Budgeting
Our virtual roundtable experts offer explanations
and advice as CPG companies are increasingly facing
the challenge of implementing and sustaining zerobased budgeting processes.

11 M&M's Caramel Launch
For its M&M's Caramel launch in May
2016, Mars Chocolate North America's
shopper marketing team worked to
integrate its efforts with the national
brand team while also providing
personalization for key retailers.

14 Who's Who in Merchandising
Editorial and Executive Offices
8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731
Phone: (773) 992-4450 Fax: (773) 992-4455

PATH TO PURCHASE INSTITUTE
President & Executive Director Mike McMahon, (773) 249-6778
Managing Director - Community Development
Steve Frenda, (773) 992-4461

P2PI.ORG
Managing Director - Content & Editorial
Bill Schober, (773) 992-4430
Associate Director - Content Patrycja Malinowska, (773) 992-4435
Senior Editor - Content Samantha Nelson, (773) 992-4436

More than 125 consumer product manufacturer and
retail executives are represented in our 2018 list of
noteworthy merchandising professionals. We also
offer expanded profiles of individuals from Nestle
Purina Petcare, Edgewell Personal Care, Wonderful
Co. and Microsoft.

52 Women of Excellence:

19 Guide to P-O-P Design

and Manufacturing Firms
An advertising supplement.

54 So-Lo-Mo Central
A roundup of social, local and mobile
marketing activity at retail from:
* Snap Inc.
* Kmart
* Procter & Gamble
* Acxiom and 4INFO
* PlaceIQ, Media Horizons and
Zotos
* Target
* 7-Eleven
* eBay and Google
* Amazon
* Spotlight: Beiersdorf's Eucerin

'Leadership' Honorees
At P2PI's Women of Excellence reception in September
2017, 12 women were honored, including three in the
Rising Star category:
* Morgan Sonnier, Geometry Global
* Michelle Then, Advantage Solutions
* Michele Gissi, Key Food Stores Co-Operative

Associate Editor - Content Cyndi Loza, (773) 992-4439

EVENTS & EDUCATION
SVP, Events & Conferences Maureen Macke, (773) 992-4413
Director - Professional Development Paige Berrigan, (843) 816-3113
Director - Events Peggy Milbrandt, (773) 992-4412
Meeting & Events Associate Kelly Doering (773) 992-4408
Director - Education & Faculty Administration
Ronit Lawlor, (773) 992-4415

MARKETING
Senior Director - Marketing Strategy
Michele Weston-Rowe, (773) 992-4440
Manager - Event Production & Marketing
Stacey Bobby, (773) 992-4423
Art Director Stephanie Beling, (773) 992-4442

MEMBER DEVELOPMENT & SERVICES
Managing Director - Strategy, Member Development
Joan Driggs, (224) 632-8211
Director - Member Development Patrick Hare, (773) 992-4465
Director - Member Development Gloria Graham (224) 404-1884
Manager - Member Services Stacy Stiglic, (773) 992-4414

AUDIENCE DEVELOPMENT
Director of Audience Development Gail Reboletti

7 Coca-Cola Cracks the Code
A Coca-Cola Co. executive shared how the
company used research in an effort to better
engage consumers throughout the increasingly
complex and nonlinear path to purchase.

7 Thinking Outside the Box
Hershey Co. tested its theory that the corrugate
boxes typically lining seasonal aisles during
Halloween, and retailers prescribing color
schemes that group products by price or type,
make it harder for shoppers to find what they
want.

10 Sun Shines at Sam's Club
Sun Products and its agency partner detailed
how a campaign promoting Henkel's laundry
and household cleaning brands did so well that
Sam's Club asked Sun to sign over the assets.

58 Activation Gallery:
Holiday Review

60 Ricci at Retail
Joe spotlights displays from ...
* One A Day
* Core Kitchen
* Bic

60 Personnel Appointments
62 Institute Strategist
Hershey Co. was confectionery king at Walmart
for the 2017 Halloween season, thanks to one
of the many tests the candy maker has been
running at the mass merchant.

Manager - Audience Development Jeffrey Zabe

ART/PRODUCTION
Director of Production Kathryn Homenick

ENSEMBLEIQ CORPORATE OFFICERS
Executive Chairman Alan Glass
Chief Operating Officer & Chief Brand Officer Richard Rivera
Chief Business Development Officer Korry Stagnito
President of Enterprise Solutions/Chief Revenue Officer Ned Bardic
Chief Digital Officer Joel Hughes
President & Executive Director, P2PI Mike McMahon
Chief Human Resources Officer Jennifer Turner

Shopper Marketing (ISSN 1040-8169) is published
monthly by EnsembleIQ, 8550 W. Bryn Mawr Ave.,
Suite 200, Chicago, IL 60631-3731. Periodicals
Postage Paid at Chicago, IL, and at additional
mailing offices.
POSTMASTER: Send address changes to Shopper
Marketing, Computer Fulfillment, PO Box 261,
Lowell, MA 01853. Entire contents copyright ©
2018 by the Path to Purchase Institute. Canada Post
International Publications Mail Product (Canadian
Distribution) Sales Agreement No. 40025274.
Return undeliverable Canadian addresses to:

Station A, P.O. Box 54, Windsor, ON N9A 6J5 or
Email: cpcreturns@wdsmail.com
CHANGE OF ADDRESS and other circulation
correspondence should be mailed to: Shopper
Marketing, Computer Fulfillment, PO Box 261,
Lowell, MA 01853, or email ensembleiq@e-circ.net
for customer service. (Include your address label
with all correspondence.)
WHERE TO WRITE: Please direct all letters
to the editor and other business/advertising
correspondence to: Shopper Marketing, 8550 W.
Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731.

REPRINTS, PERMISSIONS AND LICENSING:
Contact Wright's Media at ensembleiq@
wrightsmedia.com or (877) 652-5295.
NOTICE: The Path to Purchase Institute
occasionally uses the logos of various companies
in its marketing materials. These include
promotional brochures for events such as the Path
to Purchase Expo, the Shopper Marketing Summit,
the Design of the Times Awards and others. The
use of these logos does not imply sponsorship
or endorsement by the companies identified by
those logos, unless specifically noted as such.


http://www.P2PI.ORG

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
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Shopper Marketing - February 2018 - 18
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