Shopper Marketing - March 2016 - 58


HALL OF FAME PROFILE: BARRY ROBERTS

Brewery, Mars confectionary and Fuji electronics. We drove growth through various
marketing initiatives including events and
national promotions. And although it wasn't
called shopper marketing at the time, a significant amount of what we did was influence
purchase behavior.
How did the opportunity come up with
Colgate?
ROBERTS: In 1992, Colgate was looking for
business account managers that had a marketing skill set that was very closely aligned
with mine. It was an opportunity to come out
of my comfort zone and do something very
different. It was a good time to learn how we
could drive brands more through retail.
When I came in, I had responsibility for several customers, including Asda, which is now
part of Walmart. We had a good relationship
and started having dialogues about how marketing could help in retail. So we set up our
first category management project. This was
in the days when "Direct Product Profitability"
was a new tool, so we leveraged that, applied
some marketing principles to the shelf, and
ran a pilot that got double-digit growth both
in category and in brand share for us. That
was a win-win, so it was then rolled out nationally.
Then you moved back onto the marketing
side?
ROBERTS: Yes, as senior product manager
and then marketing manager for oral care
for the UK company. We did some product
launches, including the European product
launch of Colgate Deep Clean and the first
58

y SHOPPER MARKETING MARCH 2016

whitening toothpaste, Colgate Platinum.
Another major effort was to develop and
implement a campaign called "Project Red,"
which incorporated PR, trade, outdoor and TV
media. Initially, it was a defensive plan against
private label, but it grew into an equity-building campaign, and over a period of 18 months
we were able to shift our share by 5 points.
The campaign eventually won an IPA (Institute of Practitioners in Advertising) Effectiveness Award.
You then made a career move to Barbados,
which sounds like fun ... or was it?
ROBERTS: It's all part of the opportunity you



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
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