Shopper Marketing - June 2017 - 96

SHOPPER MARKETING
EFFIE AWARD WINNERS

W

algreens noticed a slip in
sales of its deodorant category as more shoppers looked
to replenish at mass merchants or other drug chains
while largely not engaging
with the category. Deodorant
gets shopped when it's added
to a list, and a shopper tends
to stay loyal to the brand he
trusts. Why risk the pit stains?
Walgreens shoppers also
want shopping to be easy for
the deodorant category, further echoing that they want
the brand that doesn't let
them down in their cart quickly and move on. With the "Do
Deo Better" program, Unilever
disrupted this behavior with a
clean-looking in-store display
solution and integrated program.
The solution was a colorcoded, way-finding display
system that organized the
96

y SHOPPER MARKETING JUNE 2017



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
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Shopper Marketing - June 2017 - 152
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