Shopper Marketing - October 2016 - 136


INSTITUTE STRATEGIST

Olympic Sponsors
Compete at Retail
Kellogg, P&G and others stake their claim
during busy back-to-school timeframe
By Institute Staff

Back-to-school marketing in the grocery
and mass channels, already competitive if
not cluttered, faced simultaneous Olympicsrelated promotions this year.
Walmart and Olympic sponsor Kellogg
Co. for the first time invited fellow sponsors Coca-Cola Co., Hershey Co. and J.M.
Smucker Co. to join their annual "Scholastic" incentive. Kellogg's Family Rewards
members who purchased participating
items from June 26 through Sept. 20 could
upload their receipt to a dedicated Rewards
landing page to choose or donate a free
book. Emails to members supported the
effort.
In stores, eight-packs of various brands
from Coca-Cola were positioned in Action
Alley on pallets outfitted with wraps that
invited shoppers to "read like a champ when
you buy." The wraps also depicted the logos
of the other participants and a "start school
like a champion" message. A dedicated page
within Coca-Cola's ShareRefreshingIdeas.
136

y SHOPPER MARKETING OCTOBER 2016

com and blog posts seeded by Collective
Bias provided support.
Across the store, the same "start school
like a champion" message appeared on
custom pallets that merchandised Procter
& Gamble's Gillette, Old Spice and Secret
and activated the manufacturer's Olympics
sponsorship.
Meijer used stanchion signs to urge shoppers to purchase products from the same five
manufacturers plus fellow Olympic sponsor
Chobani under a "More Than a Medal" message. Ceiling signs and floor clings depicted
individual Olympic and Paralympic athletes
and products from their sponsors. A security
wrap offered $5 off a future purchase for
every $25 spent on P&G's Charmin, Bounty
and Puffs by Aug. 13.
Multiple circular features supported the
program, some promoting deals on products from the sponsors - such as $2 off
the purchase of four select Kellogg's SKUs
and $10 off a future receipt with purchase



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

Contents
Shopper Marketing - October 2016 - 1
Shopper Marketing - October 2016 - 2
Shopper Marketing - October 2016 - 3
Shopper Marketing - October 2016 - Contents
Shopper Marketing - October 2016 - 5
Shopper Marketing - October 2016 - 6
Shopper Marketing - October 2016 - 7
Shopper Marketing - October 2016 - 8
Shopper Marketing - October 2016 - 9
Shopper Marketing - October 2016 - 10
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Shopper Marketing - October 2016 - 101
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Shopper Marketing - October 2016 - 120
Shopper Marketing - October 2016 - 121
Shopper Marketing - October 2016 - 122
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Shopper Marketing - October 2016 - 124
Shopper Marketing - October 2016 - 125
Shopper Marketing - October 2016 - 126
Shopper Marketing - October 2016 - 127
Shopper Marketing - October 2016 - 128
Shopper Marketing - October 2016 - 129
Shopper Marketing - October 2016 - 130
Shopper Marketing - October 2016 - 131
Shopper Marketing - October 2016 - 132
Shopper Marketing - October 2016 - 133
Shopper Marketing - October 2016 - 134
Shopper Marketing - October 2016 - 135
Shopper Marketing - October 2016 - 136
Shopper Marketing - October 2016 - 137
Shopper Marketing - October 2016 - 138
Shopper Marketing - October 2016 - 139
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Shopper Marketing - October 2016 - 184
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