Shopper Marketing - April 2016 - 18


PROGRAMS

lifestyle media including Self, Prevention and
People magazines; broadcast networks ABC
and CBS; cable networks TLC and Lifetime; and
digital platforms Everyday Health and Facebook. A yearlong partnership with Life Time
Fitness includes in-club signage plus sponsorship of and sampling at the company's national
"Esprit de She" races.

Poise.com features "Moment" fitness-, lifestyle- and product-themed video vignettes, as
well as opportunities to order product samples.
On the retail front, there are FSIs, PFPs, online
price promotion and targeted retailer-specific
direct mail, among other digital activation.
Breanna Kuhn, Poise brand manager, says
that while many women experience LBL, many
rely on period pads to manage their leaks because they don't know of products designed
specifically for LBL. "We developed the 'Seize
Your Poise Moment' commercial program as a
lighthearted way to help normalize and spark
discussion about these very common leaks
while drawing attention to the best solutions
for managing LBL, like Poise Thin-Shape pads,"
says Kuhn.
Even if women do know about bladder
18

y SHOPPER MARKETING APRIL 2016

leakage product solutions, the adult care section is intimidating, leaving them feeling uncomfortable, particularly when it's their first
time shopping the category. They are more
familiar with the feminine care, though, having shopped for tampons, pads and liners. The
out-of-store elements drive consumers to the
store, but K-C considered shoppers' possible
hesitation to enter the
adult care aisle by creating displays in secondary areas, like feminine
care and baby care. Special $1 three-count trial
packs of different-level
absorbency liners and
Thin-Shape pads are
available for purchase
starting this month. The
packs will be merchandised on refillable Clip Strip displays.
"Across the board, strategies are pinpointed
on driving category growth via penetration
with new category entrants," Kuhn says. "As
such, normalization of the condition, education around the Poise product portfolio and
trial-based incentives work in sync to make
first-time purchase within the category more
palatable. Once she has had a chance to try
all three product forms, savings within the trial pack encourage her to convert to full-size
packages of the liner or pad that best suits her
unique LBL needs."
Kuhn says that for women who are not averse
to shopping the adult care aisle, navigational
signage will guide them to the right starting
point with communication, and in some cases,
instant offers.


http://www.Poise.com

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

Contents
Shopper Marketing - April 2016 - Intro
Shopper Marketing - April 2016 - 1
Shopper Marketing - April 2016 - 2
Shopper Marketing - April 2016 - 3
Shopper Marketing - April 2016 - Contents
Shopper Marketing - April 2016 - 5
Shopper Marketing - April 2016 - 6
Shopper Marketing - April 2016 - 7
Shopper Marketing - April 2016 - 8
Shopper Marketing - April 2016 - 9
Shopper Marketing - April 2016 - 10
Shopper Marketing - April 2016 - 11
Shopper Marketing - April 2016 - 12
Shopper Marketing - April 2016 - 13
Shopper Marketing - April 2016 - 14
Shopper Marketing - April 2016 - 15
Shopper Marketing - April 2016 - 16
Shopper Marketing - April 2016 - 17
Shopper Marketing - April 2016 - 18
Shopper Marketing - April 2016 - 19
Shopper Marketing - April 2016 - 20
Shopper Marketing - April 2016 - 21
Shopper Marketing - April 2016 - 22
Shopper Marketing - April 2016 - 23
Shopper Marketing - April 2016 - 24
Shopper Marketing - April 2016 - 25
Shopper Marketing - April 2016 - 26
Shopper Marketing - April 2016 - 27
Shopper Marketing - April 2016 - 28
Shopper Marketing - April 2016 - 29
Shopper Marketing - April 2016 - 30
Shopper Marketing - April 2016 - 31
Shopper Marketing - April 2016 - 32
Shopper Marketing - April 2016 - 33
Shopper Marketing - April 2016 - 34
Shopper Marketing - April 2016 - 35
Shopper Marketing - April 2016 - 36
Shopper Marketing - April 2016 - 37
Shopper Marketing - April 2016 - 38
Shopper Marketing - April 2016 - 39
Shopper Marketing - April 2016 - 40
Shopper Marketing - April 2016 - 41
Shopper Marketing - April 2016 - 42
Shopper Marketing - April 2016 - 43
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Shopper Marketing - April 2016 - 54
Shopper Marketing - April 2016 - 55
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