Shopper Marketing - September 2016 - 81
THE ART OF
oversized sequin bowties, red noses for
cars and more. Sales encourage shoppers
to "get seriously silly" in support of the
cause, and proceeds benefit the Red Nose
Day fund, which supports charities such as
Boys & Girls Clubs of America and Save the
Since the campaign is about being happy
and having fun to support a worthy cause,
"Coca-Cola was a natural fit as a brand synonymous with happiness," says Alkemade,
group vice president and general merchandise manager, Walgreens.
Walgreens and Coca-Cola, a longtime
vendor partner of the retailer, both value
the relationship. Coca-Cola's proprietary insights, analytics and additional shopper resources complement the retailer's shopper
knowledge base. Its portfolio of brands as
well as the creative, marketing and media
assets they bring to the table are additional
reasons Coca-Cola is a strong partner, explains Alkemade.
And for the beverage giant, "Walgreens is
one of those vital, proactive, energizing and
imaginative partners that pushes us, and
teaches us, to always try for better," says Pollard, senior vice president, strategic marketing, Coca-Cola.
No matter the size of the brands and retailers involved in an integrated campaign,
when teaming up, the key is combining the
best of both their equities, Alkemade says.
"Finding the right partner that is equally pas-
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