Shopper Marketing - June 2017 - 17
of a Canada Dry 8- or 12-pack (Ahold USA)
as well as store gift cards with qualifying
Canada Dry purchases (Food Lion).
n Kroger shared relaxation tips via a sampling cart and shipper, rich media digital
ads and social media updates.
n Target touted the $2 on its Cartwheel mobile application with support from a Facebook ad.
n Walmart saw neck hangers and magazine shelf talkers that shared Canada Dry's
partnership with Southern Living magazine,
which carried an advertorial series on the
magazine's website and rebate available
through Ibotta's app.
Other partners on the campaign included
The Richards Group, Dallas, for digital and
social creative, and Fandango, Los Angeles,
for receipt submission. International Paper,
Memphis, Tennessee; Applied Merchandising Concepts, New Rochelle, New York; and
RR Donnelly, Chicago, handled the merchanSM
dising and POS.
BRAND: Canada Dry
KEY INSIGHT: Consumers try to accomplish too much in their daily lives
and don't unwind. As a result, they
ACTIVATION: The brand activated its
"Relax Harder" campaign at multiple
retailers, offering various rewards.
Shoppers interacted via receipt submission, sampling, Target's Cartwheel,
packaging and POS.
Branding fuels emotional relationships,
but driving sales is what lights up revenue.
Only Integer brings the two together so you can
creatively connect with consumers to ignite commerce.
SET EXPECTATIONS ABLAZE.
At Integer, we live at the Intersection of
Branding and Selling®. For creative and
strategy that accelerates commerce, contact
Nicole Souza, SVP Global Business Development,
JUNE 2017 SHOPPER MARKETING y