Shopper Marketing - September 2016 - 18


PROGRAMS

location in New York City's Union Square. The
program runs from June through August and
again from November to January. It marks
the first time the brand has teamed with this
location.
The location was chosen because of the
New York City-area birth rate, which is one of
the top three in the country, and because it
had space for the brand shop. "It's designed
to stop shoppers in their tracks when they

enter Babies'R'Us and engage them with the
brand and our products," says Amie Wentz,
Huggies brand manager, noting that the instore execution is directly tied to the brand's
national program.
Aimed at expectant parents as well as those
giving gifts to the moms- and dads-to-be, the
shop (designed by Wild Blue Technologies,
De Pere, Wisconsin) includes a feature wall to
the right of the entrance and an alcove display
to the left. Dedicated iPads connect shoppers to baby-care information (much of which
is provided by the Association of Women's
18

y SHOPPER MARKETING SEPTEMBER 2016

Health, Obstetrics and Neonatal Nurses) on
the "mommy answers" section of Huggies.
com. A video screen airs Huggies TV spots
that feature real, emotional letters written by
parents to their unborn children. "That stopping power makes expecting parents think
about all the things they should do before
baby is born," Wentz says.
On weekends, Huggies brand ambassadors greet shoppers, encourage the addition
of diapers as a registry
item and help carry
customers' products.
They also educate
guests about Huggies
and allow shoppers
to touch the diapers -
something that is not
typical in stores, Wentz explains. "We handmake ever y micro
preemie diaper that
leaves our production
facility because we
know that a preemie's
skin is thinner than a strand of hair and protecting their skin is our utmost goal," she says.
"It's these little nuances that can't effectively
be communicated just on packaging." 
Lake Success, New York-based radio station
WKTU-FM and DJ Carolina Bermudez kicked
off the shop in June with an onsite remote
broadcast, during which more than $5,000 in
prizes and Babies"R"Us gift cards were given
away.
Radio and social media is being used to
drive shoppers to the store and promote the
offer of a free wipes carrier to anyone who



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

Contents
Shopper Marketing - September 2016 - Intro
Shopper Marketing - September 2016 - 1
Shopper Marketing - September 2016 - 2
Shopper Marketing - September 2016 - 3
Shopper Marketing - September 2016 - Contents
Shopper Marketing - September 2016 - 5
Shopper Marketing - September 2016 - 6
Shopper Marketing - September 2016 - 7
Shopper Marketing - September 2016 - 8
Shopper Marketing - September 2016 - 9
Shopper Marketing - September 2016 - 10
Shopper Marketing - September 2016 - 11
Shopper Marketing - September 2016 - 12
Shopper Marketing - September 2016 - 13
Shopper Marketing - September 2016 - 14
Shopper Marketing - September 2016 - 15
Shopper Marketing - September 2016 - 16
Shopper Marketing - September 2016 - 17
Shopper Marketing - September 2016 - 18
Shopper Marketing - September 2016 - 19
Shopper Marketing - September 2016 - 20
Shopper Marketing - September 2016 - 21
Shopper Marketing - September 2016 - 22
Shopper Marketing - September 2016 - 23
Shopper Marketing - September 2016 - 24
Shopper Marketing - September 2016 - 25
Shopper Marketing - September 2016 - 26
Shopper Marketing - September 2016 - 27
Shopper Marketing - September 2016 - 28
Shopper Marketing - September 2016 - 29
Shopper Marketing - September 2016 - 30
Shopper Marketing - September 2016 - 31
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Shopper Marketing - September 2016 - 35
Shopper Marketing - September 2016 - 36
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Shopper Marketing - September 2016 - 38
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Shopper Marketing - September 2016 - 40
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