Shopper Marketing - March 2016 - 50


PROGRAMS

" Our sales and marketing teams persevered to
collaborate and get this done."
John Mount, Coca-Cola Co.

Atypical of shopper marketing campaigns,
neither Coke nor its retailers had a specific
consumer profile in mind, Klug says. "It just
felt like it was thematic for this time of year. It
fits with a lot of what the retailers were communicating to their customers."
Albertsons felt the same way, says Kendal Callender, director of shopper marketing. "Hearing that tie-in that Coke had with
the story made the joint display a great fit
for our customers, and the book's focus on
hope and perseverance was a great story to
tell in-store, digitally and socially," she says.
"The marketing campaign was focused on all
of our shoppers as the book has appeal for
everyone, regardless of age or background.
Shoppers appreciate partnerships which are
meaningful to them personally, as well as
those that make a positive impact on the
world around them."
The campaign started with storytelling on
the My Coke Rewards website, which gets
23 million individual weekly hits, and in the
Coca-Cola Journey online publication, Mount
says. Among the information communicated
was the brand's contribution of $49,500 to
Wayne's charity, Project Meet Me Halfway,
which is working to build transition homes
for youths aging out of the foster care system.
50

y SHOPPER MARKETING MARCH 2016

To help shoppers along the path to purchase, Coca-Cola and its retail partners also
used a combination of Twitter, Facebook, online banner ads, landing pages and coupons.
Wayne also did events at Charlotte Motor
Speedway and local schools.
In stores, the main piece was a floorstand
that contained six-packs of Coca-Cola products in glass bottles and copies of the book.
While books are generally incidental to a
supermarket's bottom line, they are always
looking for gift opportunities during the
holiday season, Mount says. "Some people
give books for gifts, some people give glass
bottles as well," he says. "How do you bring
those together?"
Klug notes that Wayne recorded a couple
of in-store radio spots that helped direct customers to the display, and United Grocers and
other retailers included mentions in their circulars as well as via social media. Albertsons
used the radio spots and displays for the full
month of November and featured secondary
displays with information about a free download of a Jimmy Wayne song, Callender says.
In addition to book and Coca-Cola sales,
United Grocers planned to measure success
of the campaign, which ended in early January, around "the soft benefits of setting this



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
Shopper Marketing - March 2016 - 14
Shopper Marketing - March 2016 - 15
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
Shopper Marketing - March 2016 - 22
Shopper Marketing - March 2016 - 23
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
Shopper Marketing - March 2016 - 32
Shopper Marketing - March 2016 - 33
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
Shopper Marketing - March 2016 - 39
Shopper Marketing - March 2016 - 40
Shopper Marketing - March 2016 - 41
Shopper Marketing - March 2016 - 42
Shopper Marketing - March 2016 - 43
Shopper Marketing - March 2016 - 44
Shopper Marketing - March 2016 - 45
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Shopper Marketing - March 2016 - 47
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Shopper Marketing - March 2016 - 54
Shopper Marketing - March 2016 - 55
Shopper Marketing - March 2016 - 56
Shopper Marketing - March 2016 - 57
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Shopper Marketing - March 2016 - 60
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Shopper Marketing - March 2016 - 63
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Shopper Marketing - March 2016 - 76
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Shopper Marketing - March 2016 - 81
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