Shopper Marketing - June 2016 - 78


SHOPPER MARKETING
EFFIE AWARD WINNERS

K

imberly-Clark and the Depend brand
fight a difficult challenge of perception. People think of them as "oldpeople diapers." In fact, company research
showed that women in their 40s and 50s who
experience bladder leakage are too embarrassed to buy the product so they attempt to
self-treat with pads, a feminine care product
they're used to. Depend absorbent underwear
is a neighbor to leakage pads on the shelf, but
shoppers won't give it a second look.

wearing pants to show off the new absorbent
underwear in a fashionable way, as if it were
part of the woman's daily look.
However, for the Walmart play, K-C highlighted three women who shop at Walmart to
share their story of dealing with bladder leakage. The women were influential bloggers and
became the face of a pre-store effort including
print ads in Women's Day and All You, a Walmart
Price Feature Plus adjacent to a national FSI, eblasts and direct mail, WMX-targeted media on
Walmart.com, and social content on
PROGRAM: Real Women of Depend Facebook, Twitter and YouTube.
The digital content drove consumManufacturer: Kimberly-Clark
ers to a place to receive a sample
Lead agency: Geometry Global
pack of the underwear. In stores, trial
Contributors: Organic Inc., Marina Maher
packs were available as well as a new
Communications, Mindshare
smaller single-count and four-count
pack that lessened the strain or emAward: Bronze, Single-Retailer Program -
barrassment of buying vs. the tradiMass Merchants
tional big, bulky packs that remind
shoppers of buying diapers. A clip strip and feaSo for the launch of the Silhouette Active Fit
ture display also supported.
absorbent underwear product (an underwear
In the end, Walmart loved the program, seewith a modern, fashionable design), K-C faced
ing a 40% jump in incremental sales in the catetwo very tall hills to climb: First, a mountain of
gory that ran in concert with K-C's 40% bump in
shopper self-esteem, and second, Procter &
incremental gains for itself. Over a span of nine
Gamble, who has the Always Discreet brand
months, Walmart saw a lift in the feminine-care
and a lot more resources. The strategy was a
category by 31%, and the digital effort pushed
Walmart-specific effort that put "real womout 50,000 samples in the first four months.
en" wearing the Depend product in the foreThe Silhouette Active Fit rollout helped K-C
ground of a social effort and in-store sampling.
and Depend regain its category leadership at
For the new Silhouette product, the national
Walmart.
creative centered on models in the streets not
78

y SHOPPER MARKETING JUNE 2016


http://www.Walmart.com

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
Shopper Marketing - June 2016 - 36
Shopper Marketing - June 2016 - 37
Shopper Marketing - June 2016 - 38
Shopper Marketing - June 2016 - 39
Shopper Marketing - June 2016 - 40
Shopper Marketing - June 2016 - 41
Shopper Marketing - June 2016 - 42
Shopper Marketing - June 2016 - 43
Shopper Marketing - June 2016 - 44
Shopper Marketing - June 2016 - 45
Shopper Marketing - June 2016 - 46
Shopper Marketing - June 2016 - 47
Shopper Marketing - June 2016 - 48
Shopper Marketing - June 2016 - 49
Shopper Marketing - June 2016 - 50
Shopper Marketing - June 2016 - 51
Shopper Marketing - June 2016 - 52
Shopper Marketing - June 2016 - 53
Shopper Marketing - June 2016 - 54
Shopper Marketing - June 2016 - 55
Shopper Marketing - June 2016 - 56
Shopper Marketing - June 2016 - 57
Shopper Marketing - June 2016 - 58
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Shopper Marketing - June 2016 - 60
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Shopper Marketing - June 2016 - 63
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Shopper Marketing - June 2016 - 66
Shopper Marketing - June 2016 - 67
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Shopper Marketing - June 2016 - 69
Shopper Marketing - June 2016 - 70
Shopper Marketing - June 2016 - 71
Shopper Marketing - June 2016 - 72
Shopper Marketing - June 2016 - 73
Shopper Marketing - June 2016 - 74
Shopper Marketing - June 2016 - 75
Shopper Marketing - June 2016 - 76
Shopper Marketing - June 2016 - 77
Shopper Marketing - June 2016 - 78
Shopper Marketing - June 2016 - 79
Shopper Marketing - June 2016 - 80
Shopper Marketing - June 2016 - 81
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Shopper Marketing - June 2016 - 99
Shopper Marketing - June 2016 - 100
Shopper Marketing - June 2016 - 101
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Shopper Marketing - June 2016 - 103
Shopper Marketing - June 2016 - 104
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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