Shopper Marketing - June 2016 - 64


SHOPPER MARKETING
EFFIE AWARD WINNERS

W

algreens carries more than 500
popular products to take care of
the home. But Procter & Gamble
learned from Walgreens proprietary data that
many of its shoppers at the drug chain tend to
focus on health purchases and some didn't even
know Walgreens carried its home essentials.
In a way, P&G and Walgreens wanted to
express that caring for the house is another
way of being "healthy." The two collaborated
on a rotating seasonal program called the
"Walgreens Healthy Home Solutions" that put
P&G's products together and out in front of
shoppers who haven't been thinking of its
home-care needs.
The target group was Millennial moms who
are busy and make many fill-in trips, often not
using a basket but just her hands to carry a
few healthy items for herself. Leveraging this

PROGRAM: Walgreens Healthy
Home Solutions
Manufacturer: Procter & Gamble
Lead agency: Leo Burnett/Arc
Award: Silver, Single-Retailer Program - Drugstores

64

y SHOPPER MARKETING JUNE 2016

healthy mindset, the platform greeted this shopper
three different times:
The first was around getting sleep when the clocks
change in March. It promoted Tide "Sweet Dreams" and
ZzzQuil.
The second was spring
cleaning in April. It called
out Dawn dish liquid and the



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

Contents
Shopper Marketing - June 2016 - Intro
Shopper Marketing - June 2016 - 1
Shopper Marketing - June 2016 - 2
Shopper Marketing - June 2016 - 3
Shopper Marketing - June 2016 - Contents
Shopper Marketing - June 2016 - 5
Shopper Marketing - June 2016 - 6
Shopper Marketing - June 2016 - 7
Shopper Marketing - June 2016 - 8
Shopper Marketing - June 2016 - 9
Shopper Marketing - June 2016 - 10
Shopper Marketing - June 2016 - 11
Shopper Marketing - June 2016 - 12
Shopper Marketing - June 2016 - 13
Shopper Marketing - June 2016 - 14
Shopper Marketing - June 2016 - 15
Shopper Marketing - June 2016 - 16
Shopper Marketing - June 2016 - 17
Shopper Marketing - June 2016 - 18
Shopper Marketing - June 2016 - 19
Shopper Marketing - June 2016 - 20
Shopper Marketing - June 2016 - 21
Shopper Marketing - June 2016 - 22
Shopper Marketing - June 2016 - 23
Shopper Marketing - June 2016 - 24
Shopper Marketing - June 2016 - 25
Shopper Marketing - June 2016 - 26
Shopper Marketing - June 2016 - 27
Shopper Marketing - June 2016 - 28
Shopper Marketing - June 2016 - 29
Shopper Marketing - June 2016 - 30
Shopper Marketing - June 2016 - 31
Shopper Marketing - June 2016 - 32
Shopper Marketing - June 2016 - 33
Shopper Marketing - June 2016 - 34
Shopper Marketing - June 2016 - 35
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Shopper Marketing - June 2016 - 37
Shopper Marketing - June 2016 - 38
Shopper Marketing - June 2016 - 39
Shopper Marketing - June 2016 - 40
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Shopper Marketing - June 2016 - 43
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Shopper Marketing - June 2016 - 55
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Shopper Marketing - June 2016 - S1
Shopper Marketing - June 2016 - S2
Shopper Marketing - June 2016 - S3
Shopper Marketing - June 2016 - S4
Shopper Marketing - June 2016 - S5
Shopper Marketing - June 2016 - S6
Shopper Marketing - June 2016 - S7
Shopper Marketing - June 2016 - S8
Shopper Marketing - June 2016 - S9
Shopper Marketing - June 2016 - S10
Shopper Marketing - June 2016 - S11
Shopper Marketing - June 2016 - S12
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