Shopper Marketing - June 2017 - 83
stores on merchandising to disrupt shoppers.
An endcap stocking oral care products had
signage, while information boxes were used
on-shelf in the aisle and clip strips stopped and
Facebook was a big driver of information on
the Albertsons/Safeway channels and brand
channels as co-branded awareness visuals and
posts showed consumers how to save water.
The partners also shared a 30-second spot to
further the social impact. They placed digital
ads to drive traffic to a microsite that offered
While making a
social impact was
in the Northern
are a problem,
Colgate-Palmolive also wanted
the program to
improve sales at
Albertsons/Safeway. That region
The Mars Agency
saw a 6% gain in category sales and a 12%
spike in Colgate toothpaste sales. Overall sales
jumped 2% and 7%, respectively, all in a span
of eight weeks.
There were more than 820,000 views of the
30-second video and more than 5,300 social
engagements of shares, likes and comments.
More important, Colgate-Palmolive and Albertsons/Safeway strengthened their partnership through the co-branded effort, and the
retailer officially named the manufacturer its
water conservation preferred partner. There will
be more shopper marketing initiatives to come.
JUNE 2017 SHOPPER MARKETING y