Shopper Marketing - April 2017 - 73

enhance the human touchpoints
of shopper marketing. "Our shopper philosophy is simple: In our
multifaceted and constantly connected lives, any touchpoint can
make a difference," Belmont says.
"We identify the ones that could
and elevate those that will trigger
shopping behavior."
Within that human perspective, Belmont has observed retailers setting the tone toward a
multicultural approach in which diverse nationalities, cultures and generations are represented and coexist. This should guide shopper
marketers to adopt a more total market and
targeted approach, he says. "No retailer will
want to leave 50% of its potential revenue on
the table," Belmont says. "As an industry, we
need to adopt a more diverse set of thinking
about individuals."
Despite the disruption of e-commerce, there
will always be a place for the physical experience
of shopping, Belmont says. His agency talks with
clients about finding a unique purpose in-store,
to be pioneers in redefining the role of in-store
as a unique offering in the retail ecosystem.
Belmont cites some of the agency's work to
illustrate the philosophies. The "Do Us a Flavor"
national brand program for PepsiCo's Lay's was
wildly successful in consumer awareness with
its interactive request for flavor submissions
- about 14 million different taste ideas came
in, Belmont says. It also was successful on the
shopper front.

"The promotion drives conversion of Lay's product year after
year while continually generating a lot of excitement with key
retailers for the program," he
says. "And we're excited to say
that year four of 'Do Us a Flavor'
is live right now. That's a terrific
program."
Cultural relevance was a crucial aspect of Bacardi's Cazadores
tequila during Halloween, a typically slow holiday for the category. Belmont's
shopper team worked closely with the multicultural team to develop a Dia de los Muertos
(Day of the Dead) merchandising program that
celebrated the tradition and invited shoppers
to honor the memory of late loved ones with a
bottle of Cazadores.
"Retailers loved it and the result was a lift in
display, distribution and rate of sale," Belmont
says.
The agency's "Batman v Superman: Dawn
of Justice" program with PepsiCo's Doritos at
Dollar General was an Effie Awards finalist,
Belmont says. It's an example of how his firm
takes national brand programs and customizes them across key retailers. The program
also helped PepsiCo win Dollar General's 2016
Vendor of the Year honor, Belmont says.
"It's about developing programs that still
build equity for the brand and halo to their
national activation but that also make sense for
the retailer and, most important, the retailer's
shopper," Belmont says.
APRIL 2017 SHOPPER MARKETING y

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Table of Contents for the Digital Edition of Shopper Marketing - April 2017

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
Shopper Marketing - April 2017 - 8
Shopper Marketing - April 2017 - 9
Shopper Marketing - April 2017 - 10
Shopper Marketing - April 2017 - 11
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