Shopper Marketing - March 2016 - 46


PROGRAMS

group. "We saw a tight
synergy with guys who
were buying Schick Hydro
razors and Nivea face care
for men. We knew this
was a great opportunity
to cross categories."
It was a strong collaborative effort between the
three organizations, says
Beth St. Raymond, director
of shopper marketing at
Edgewell. "This was a nice
triangle of the data we
all have about our users,
shoppers and baskets, and
what kind of solution can
we co-create together as
a triumvirate. We're always
trying to create different ways to talk to consumers and users, and give them solutions."
Creating the idea of a regimen and talking to
consumers about what they do to get ready for
their day or to go out proved very important,
St. Raymond says. "Walgreens helped us take a
close look at their path and usage profile, not
only what they have in their basket, but how
they're using it. The idea of two challenger
companies focused on building out a robust
regimen that fits the needs of that user is very
important to us, and is extremely important
to Walgreens. It's not just about a one-off. It's
about the basket, how they're using what's in
the basket, and how we as consumer products
companies can help our user make their day a
little better and easier."
While the thematics of the program spoke
to the back-to-school time period, Cammarota
46

y SHOPPER MARKETING MARCH 2016

A Price Feature Plus ad that
ran next to FSIs from both
manufacturers utilized the
same creative as the in-store
display, while a Walgreens
circular feature supported
the effort.

says it was important to
provide a shopper solution
that extended beyond.
"This really is a larger story of the shopper at Walgreens, which is this idea
of getting a fresh routine
and, for us, curating an assortment of product that
can enable that."
The endcap served as
the in-store experience for the program. Communication boxes on each of the shelves highlighted men's shave, men's face care, women's
shave and women's skin care and spoke to
each product experience. Both manufacturers collaborated to produce the PDQ trays for
their own products, which were shipped from
their respective vendors and labeled so store
managers knew to assemble all together in
one endcap. "We provided a roadmap so both
companies could follow their own internal
procedure and then ship to Walgreens, where
the retailer's procedure could then happen
in-store," Cammarota says. "That took quite a
bit of navigation." The header and wings surrounding the fa├žade of the endcap were cofunded by the two companies.
The same creative carried through to different
touchpoints along the path to purchase. Out-of-



Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
Shopper Marketing - March 2016 - 11
Shopper Marketing - March 2016 - 12
Shopper Marketing - March 2016 - 13
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Shopper Marketing - March 2016 - 16
Shopper Marketing - March 2016 - 17
Shopper Marketing - March 2016 - 18
Shopper Marketing - March 2016 - 19
Shopper Marketing - March 2016 - 20
Shopper Marketing - March 2016 - 21
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Shopper Marketing - March 2016 - 24
Shopper Marketing - March 2016 - 25
Shopper Marketing - March 2016 - 26
Shopper Marketing - March 2016 - 27
Shopper Marketing - March 2016 - 28
Shopper Marketing - March 2016 - 29
Shopper Marketing - March 2016 - 30
Shopper Marketing - March 2016 - 31
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Shopper Marketing - March 2016 - 34
Shopper Marketing - March 2016 - 35
Shopper Marketing - March 2016 - 36
Shopper Marketing - March 2016 - 37
Shopper Marketing - March 2016 - 38
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Shopper Marketing - March 2016 - 40
Shopper Marketing - March 2016 - 41
Shopper Marketing - March 2016 - 42
Shopper Marketing - March 2016 - 43
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