Shopper Marketing - September 2016 - 80


PATH TO PURCHASE EXPO PREVIEW

KEYNOTE ADDRESS

Thursday, September 22
9:00 - 10:00 am

Moe Alkemade, Walgreens

Ivan Pollard, Coca-Cola

How a Compelling Integrated Marketing
Campaign Can Capture the Hearts and Minds
of Your Shoppers and Consumers

Coca-Cola Helps
Walgreens' Cause
Red Nose Day campaign an example of successful
collaboration between brand, retailer
By April Miller

Retailers and brands - no matter their size or
available resources - can collaborate to build
successful integrated marketing campaigns
that emotionally connect with shoppers while
driving brand equity and sales. That will be
the message from Coca-Cola Co. executive
Ivan Pollard and Walgreens' Moe Alkemade
this month during their Path to Purchase Expo
keynote address.
80

\ SHOPPER MARKETING SEPTEMBER 2016

They will share details and best practices
from their partnership with nonprofit organization Comic Relief Inc., which brought Red
Nose Day to the U.S. in 2015 (it's been held in
the UK since 1988) to use the power of entertainment and silliness to generate funds for
children living in poverty. As the exclusive
retail partner, Walgreens sells "red flair" merchandise - noses, hats, novelty headbands,



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
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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 - 40
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Shopper Marketing - September 2016 - 42
Shopper Marketing - September 2016 - 43
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Shopper Marketing - September 2016 - 79
Shopper Marketing - September 2016 - 80
Shopper Marketing - September 2016 - 81
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Shopper Marketing - September 2016 - 116
Shopper Marketing - September 2016 - 117
Shopper Marketing - September 2016 - 118
Shopper Marketing - September 2016 - 119
Shopper Marketing - September 2016 - 120
Shopper Marketing - September 2016 - 121
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Shopper Marketing - September 2016 - 123
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Shopper Marketing - September 2016 - 125
Shopper Marketing - September 2016 - 126
Shopper Marketing - September 2016 - 127
Shopper Marketing - September 2016 - 128
Shopper Marketing - September 2016 - 129
Shopper Marketing - September 2016 - 130
Shopper Marketing - September 2016 - 131
Shopper Marketing - September 2016 - 132
Shopper Marketing - September 2016 - 133
Shopper Marketing - September 2016 - 134
Shopper Marketing - September 2016 - 135
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Shopper Marketing - September 2016 - 137
Shopper Marketing - September 2016 - 138
Shopper Marketing - September 2016 - 139
Shopper Marketing - September 2016 - 140
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