Shopper Marketing - June 2017 - 101

convince shoppers that they could find home
essentials at the store they're already shopping
for health goods.
In-store displays such as a seasonal endcap
with Bounty paper towels, Dawn dish soap,
Tide Pods laundry detergent, Charmin toilet
paper and others acted as a one-stop solution
to "Restock Everyday Essentials," as the messaging said. Additional messaging on the endcap touted the strength of the P&G brands. The
creative tied in directly to digital display ads,
mobile display ads, direct email to Walgreens
shoppers and print ads.
The overall promotion connected shoppers
through the targeted iMedia, endcaps and a
partnership with Better Homes and Gardens
magazine, which gave shoppers a free magazine with purchase of $25 in P&G everyday essential products. The program worked because
it was a simple idea grounded in a strong understanding of the P&G and Walgreens shopper, according to the contest entrants.
Further evidence: P&G saw a whopping
147% sales bump, year over year, of its everyday products at Walgreens and saw that audiences who were exposed to the program materials were 6.4% more likely to purchase their
home essentials at Walgreens.

PROGRAM
Walgreens for a Healthy
Home
MANUFACTURER
Procter & Gamble
LEAD AGENCY
Leo Burnett/Arc
AWARD
Single-Retailer Program:
Drugstores (Bronze)

JUNE 2017 SHOPPER MARKETING y

101



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

Contents
Shopper Marketing - June 2017 - Intro
Shopper Marketing - June 2017 - 1
Shopper Marketing - June 2017 - 2
Shopper Marketing - June 2017 - 3
Shopper Marketing - June 2017 - Contents
Shopper Marketing - June 2017 - 5
Shopper Marketing - June 2017 - 6
Shopper Marketing - June 2017 - 7
Shopper Marketing - June 2017 - 8
Shopper Marketing - June 2017 - 9
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Shopper Marketing - June 2017 - 100
Shopper Marketing - June 2017 - 101
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