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2017

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March 28, 2017 | New York City

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2017 Shopper Marketing Effie Award Winners 1

® Effie is a 501(c)3 nonprofit educational organization.

Overviews and related materials about the winners and finalists in the 2017 Shopper Marketing Effies were provided as part of the entry process and were edited for consistency and clarity.

For more in-depth coverage of the campaigns, visit p2pi.org and www.effie.org. Additional information will also be available in upcoming issues of Shopper Marketing.

Mike McMahon President & Executive DirectorPath to Purchase Institute

Neal DaviesPresident & CEOEffie Worldwide

Making Marketing Better

We are thrilled to present the winners of the 2017 Shopper Marketing Effie Awards. Effie Worldwide and the Path to Purchase Institute are proud to bring you the Shopper Marketing portion of the prestigious North American Effie Awards competition, which has been recognizing real effectiveness in marketing communications since 1968. Launched in 2011 with just two competitive categories, the Shopper Marketing competition now boasts 14 categories. By analyzing successful programs that demonstrate unique, behavior-influencing marketing solutions, we as an industry can continue to push the envelope and spark debate about what defines effective shopper marketing — and, more importantly, what the discipline will look like in the future. Such worthy campaigns deserve an equally impressive showcase, which is why the Effie trophies were again presented during the “Shopper Marketing Celebration” at this year’s Shopper Marketing Summit in New York City. More information about the winners and further learning is available at www.effie.org and www.p2pi.org. We’d like to thank everyone who helped make this year’s competition a success, especially the jury of industry executives who graciously devoted their time to help select the finalists and winners. Of course, we’d also like to congratulate the winners themselves on their most deserving recognition. Thank you for continuing to raise the standard of excellence in our business and for providing meaningful learning that will, ultimately, make shopper marketing – and our industry – better.

Sincerely,

2 2017 Shopper Marketing Effie Award Winners

#SayItWithPepsi

PepsiCo

Brand: Pepsi

Lead Agency: TracyLocke

Award: Gold, Omni-Channel Shopper Experience

With young cola drinkers looking at the category in a whole new way, we helped differentiate Pepsi at shelf with #SayItWithPepsi — their biggest campaign in a decade. We designed over 200 custom emojis, placed them on millions of Pepsi bottles and got the word out with a “kitchen sink” campaign that turned every touchpoint into an opportunity for self-expression. By the end of the summer, we had crushed every objective and had everyone talking.

Statement of Effectiveness: Won the summer by stealing competitive share for 12 consecutive weeks.

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Dove #SpeakBeautiful at Target

Unilever

Brand: Dove

Lead Agencies: Team Unilever Shopper; Geometry Global

Award: Gold, Omni-Channel Shopper Experience

In 2014, young women sent over 5 million negative tweets about beauty and body image. Dove set out to change that with a social movement to inspire girls to #SpeakBeautiful about themselves and others. To combat negative conversations, we brought this message, for the first time ever, into the tangible world of Target and onto devices where girls were doing most of the talking — their mobile phones. By creating a constant reminder to get her to #SpeakBeautiful whenever she touches her phone, we extended the social movement while driving cross-category purchase of Dove products.

Statement of Effectiveness: We activated a social movement at retail for Target and generated $4.7MM incremental sales for Dove.


National Toilet Paper Day

Georgia-Pacific

Brand: Quilted Northern

Lead Agency: Droga5

Award: Gold, Single-Retailer Program: Other

Quilted Northern faced challenges growing in brick-and-mortar stores, with consumers less loyal and retailers favoring private label. Amazon needed to tackle low interest in buying toilet paper online. A partnership around a one-day promotion proved powerful. We combined Quilted Northern’s promise of “Designed to be Forgotten” and Amazon’s Subscribe & Save feature (putting toilet paper shopping on autopilot) to create an activation around the year’s most forgettable day: National Toilet Paper Day. The results were memorable: big sales, new audiences and a pipeline of loyal subscription customers.

Statement of Effectiveness: In one day, Quilted Northern sold two months of volume representing 6000% sales lift on Amazon.


Build A Better Basket at Dollar General

The Hershey Company

Brand: The Hershey Company

Lead Agency: TPN

Award: Gold, Single-Retailer Program: Other

Our challenge was to inspire Dollar General’s shopper to buy Hershey candies for Easter. She limits purchases to “must haves” only, and candy is often considered off limits. We showed her how to celebrate the season, while staying on budget. Hershey’s virtual Easter basket-builder let her mix and match Hershey products with DG merchandise until she found the right mix for her budget. Hershey saw a 25% increase in sales and a 4% increase in seasonal share. Shoppers spent, on average, almost six minutes engaging with the brand online!

Statement of Effectiveness: Hershey saw a 25% increase in sales and a 4% increase in seasonal share.


The Baby Stroller Test-Ride by Contours

Kolcraft

Brand: Contours

Lead Agencies: FCB/RED; FCB Chicago Contributing Companies: Current; Lord + Thomas; Cinema Libertad LLC; Hero Solutions

Award: Gold, David vs. Goliath

Contours is a small brand in the premium stroller category that was able to turn a tiny budget and powerful insight into an effective never-been-done-before solution. “The Baby Stroller Test-Ride” let parents experience first-hand what their babies couldn’t describe. We created an in-store product demonstration and compelling social content to influence more stroller shoppers online, where they research and share.

Statement of Effectiveness: Contours was able to beat the category to drive attention, consideration and sales on an incredibly low budget.


Quilted Northern faced challenges growing in brick-and-mortar stores, with consumers less loyal and retailers favoring private label. Amazon needed to tackle low interest in buying toilet paper online. A partnership around a one-day promotion proved powerful: we combined Quilted Northern’s promise of “Designed to be Forgotten” and Amazon’s Subscribe & Save feature (putting toilet paper shopping on autopilot) to create an activation around the year’s most forgettable day: National Toilet Paper Day. The results were memorable: big sales, new audiences and a pipeline of loyal subscription customers.

Statement of Effectiveness: In one day, Quilted Northern sold two months of volume representing 6000% sales lift on Amazon.

National Toilet Paper Day

Georgia-Pacific

Brand: Quilted Northern

Lead Agency: Droga5

Award: Gold, Seasonal/Event


OREO Cookie Balls

Mondelez International

Brand: OREO Cookies

Lead Agency: Geometry Global

Award: Silver, Multi-Retailer Program

During the holidays, shoppers look for easy recipes that deliver the holiday “wow” factor and help them avoid the recipe “fail”. So we created OREO Cookie Ball recipes — the reindeer, penguin, cute melting snowmen and a Target-exclusive gingerbread house — requiring three ingredients and a no-bake solution that will impress everyone. By focusing on three retailers, Target, Publix and Meijer, we drove incremental sales of OREO Cookies, grew the entire cookie category and even got OREO Cookie balls trending on Google.

Statement of Effectiveness: OREO Cookie Balls grew the cookie category at Target +5.2%, at Publix +14% and at Meijer +8.6% in Dec.


#SayItWithPepsi

PepsiCo

Brand: Pepsi

Lead Agency: TracyLocke

Award: Silver, Multi-Retailer Program

With young cola drinkers looking at the category in a whole new way, we helped differentiate Pepsi at shelf with #SayItWithPepsi — their biggest campaign in a decade. We designed over 200 custom emojis, placed them on millions of Pepsi bottles and got the word out with a “kitchen sink” campaign that turned every touchpoint into an opportunity for self-expression. By the end of the summer, we had crushed every objective and had everyone talking.

Statement of Effectiveness: Won the summer by stealing competitive share for 12 consecutive weeks.


Gillette’s Meet the Protectors at Walmart

Procter & Gamble

Brand: Gillette Fusion ProShield

Lead Agency: Saatchi & Saatchi X

Award: Silver, New Product/Service Introduction

In January 2016, Gillette launched the Fusion ProShield. With the razor’s lubrication strips before and after the blades, ProShield changed the game by delivering both closeness and comfort, giving the best protection against irritation. So for the Walmart launch, we paralleled the benefits of the razor to the underappreciated job of the Offensive Line and created Meet The Protectors – a series of documentary-style interviews with some Green Bay Packers Offensive Line.

Statement of Effectiveness: ProShield is 10.4 points above fair share with +$3.1MM in sales for Walmart.


Say Thank You With M

Mars Chocolate North America

Brand: Mars Chocolate

Lead Agency: Catapult Marketing Contributing Companies: Collective Bias; Triad Retail Media; Elevation Group

Award: Silver, Single-Retailer Program: Mass Merchants

“Say Thank You With M” unified three American icons — M&M’S, U.S. troops and Walmart — into one summer campaign. When Walmart shoppers bought M&M’s, we donated a bag to troops. We also provided meaningful engagement with our brand and our troops, and offered up inspiration for adding M&M’s to summer celebrations. Using shopper, brand and retailer insights, we created a fifth season for candy that saw $6MM in incremental sales, grew the category at Walmart by 2.4%. We also generated 13,000 letters to troops and donated 1.8MM pounds of chocolate.

Statement of Effectiveness: Grew the Mars share at Walmart by 1.75 share points and the category by 2.4%.


ShopRite Mix-In Matchmaker Program

Saputo Dairy Foods

Brand: Friendship Dairies Cottage Cheese

Lead Agency: Partners + Napier Contributing Companies: Wakefern Food Corporation; MyWebGrocer; RDD Associates

Award: Silver, Single-Retailer Program: Supermarkets

Friendship Dairies cottage cheese developed and led a multi-partner, cross-category shopper marketing program for ShopRite. Called ‘Mix-In Matchmaker,’ it encouraged the grocer’s highly coveted healthy food shopper segment to discover surprising, new ways to combine Friendship Dairies cottage cheese with other healthy foods to expand their restless palates and enliven their food journeys. This resulted in a 12% increase in spending by health-focused shoppers. Brand sales grew 8.3%, with a 60% repeat rate by new customers. ShopRite loved the promotion so much they adopted their own recurring version of it.

Statement of Effectiveness: Increased coveted ShopRite shopper segment spending 12%; brand sales up 8.3% with 60% new user repeat rate.


Water Sustainability

Colgate-Palmolive

Brand: Colgate

Lead Agency: The Mars Agency Contributing Company: Benchmark Marketing International

Award: Silver, Single-Retailer Program: Supermarkets

The Save Water campaign was created by Colgate-Palmolive in partnership with Safeway/Albertsons to spark brand sales growth by leveraging our key insight that shoppers are willing to purchase and spend more on brands with a commitment to social causes. Through a highly impactful integrated campaign during a time when water conservation was socially relevant in drought-ridden Northern California, Safeway/Albertons experienced category growth. Colgate-Palmolive grew brand market share with minimal discounts available in market.

Statement of Effectiveness: Our campaign grew brand sales, category sales, and market share points in 8 weeks.


Walgreens “Do Deo Better”

Unilever

Brands: Axe, Dove Men+Care, Degree for Men, Degree for Women, Dove Female


Award: Bronze, Awareness, Trial & Conversion

Unilever grew a typically low engagement deodorant category at Walgreen’s by turning confused deodorant users into re-engaged, educated shoppers — elevating the benefits of Unilever products in the process. We did this by creating a needs-based segmentation that resulted in a first-ever color-coded way-finding system, allowing shoppers to be prompted, guided, advised and inspired across the entire path to purchase. Armed with information, inspired shoppers helped grow the category by 10.24%, outpacing growth in all other channels.

Statement of Effectiveness: Grew the category by 10.34% versus prior period and outpaced category growth (9.67%) in all other channels.


Digitizing Retail

Intel

Brand: Intel

Lead Agency: Leo Burnett/Arc

Award: Bronze, Category/Aisle Evolution

In store aisles, leading tech retailers were failing to educate shoppers about exponential improvements in PCs. Complicated paper fact sheets attempted to explain everything, but instead confused shoppers. Many walked out without buying. Intel used technical prowess to totally reinvent the aisle. Intelligent Point of Sale (IPOS) detects specs inside each device, and transforms them into a visually engaging, interactive experience. And the PC aisle was brought life digitally via the Shopper Recommendation Tool. Together, these tools increased shopper confidence, satisfaction and most significantly –spending– on Intel-powered devices.

Statement of Effectiveness: Intel’s digitized retail programs increased confidence, consideration of Intel, doubled likelihood to shop and increased spending 11%.


Your Style, Your Way

Unilever

Brands: Dove, Suave, TRESemme


Award: Bronze, Multi-Brand/Manufacturer Shopper Solution

Your Style, Your Way is a Unilever personalization platform at CVS, built on the insight that hair care shoppers shop based on the end look solution they’re seeking. By partnering Unilever’s extensive product line with CVS’s database, we could finally deliver the personal solutions to get women out of their hair rut and enjoy shopping and styling. Your Style, Your Way delivered a truly differentiated shopping experience that drove an unprecedented 15+% in category growth.

Statement of Effectiveness: 2:1 ROI in 2016, inclusive of both trade and marketing spend, and $4MM+ in incremental POS.


Try SomeTHiN Good

Mondelez International

Brand: GOOD THiNS


Award: Bronze, New Product/Service Introduction

Crackers were not keeping up with the trending better-for-you category. Shoppers were willing to forgo taste for nutrition, and we had to convince them they didn’t have to give up either in crackers. GOOD THiNS, made with real ingredients, like sweet potato, spinach and garlic deliver nutrition AND taste. We introduced the “Try SomeTHiN Good” program at three key retailers and revitalized the cracker category with better snacks that taste good too!

Statement of Effectiveness: GOOD THiNS captured 19% share of crackers (Walmart), $1.2MM sales (Albertsons Companies), secured 2.8x fair share of sales (Meijer).


Walgreens Give H20PE to Others

Unilever

Brands: Suave, Caresse, TRESemme and Axe


Award: Bronze, Seasonal/Event

Imagine the power of changing lives by just ONE purchase at Walgreens? We did, and set out to make a difference. Clean drinking water is scarce and nearly 1 billion people don’t have access to it. In 2016, Unilever and Walgreens, in partnership with Me to We set out to change that and #GiveH2OPE to people in need. We drove awareness of the global water crisis and provided 13 million gallons of clean water to a community in Kenya. We drove 50% incremental dollar sales lift, and made purchases at Walgreens matter.

Statement of Effectiveness: Provided 13.1 million gallons of clean water for deserving communities. 50% incremental dollar sales lift (vs. 39% year ago).


Walgreens for a Healthy Home

Procter & Gamble

Brand: Procter & Gamble

Lead Agency: Leo Burnett/Arc Contributing Company: Starcom

Award: Bronze, Single-Retailer Program: Drugstores

Our shopper counts on Walgreens to keep her family healthy. But when it comes to P&G products she needs for a healthy home, she rarely thinks of Walgreens, relying instead on Big Box stores. In 2016, we worked to reverse that thinking by convincing her that the P&G products she wanted could be found at a place she was already shopping. Through targeted imedia, seasonal endcaps and a Better Homes and Gardens partnership, we reframed her nearby Walgreens as a go-to for home essentials, lifting P&G sales there by 147%.

Statement of Effectiveness: Lifted P&G sales at Walgreens by 147%.


McDonald’s & Coca-Cola

McDonald’s; Coca-Cola

Brands: McDonald’s & Coca-Cola

Lead Agency: Leo Burnett/Arc Contributing Companies: HelloWorld; DDB; Burrell; Boden PR

Award: Bronze, Single-Retailer Program: Mass Merchants

The Sip, Share and Win program was born out of an idea that identified and utilized an important yet understated retail asset in the restaurant business: the drive-thru. While a traditional shopper marketing activation typically relies on activating the inside environment of a restaurant, we recognized the value of the drive-thru for its ability to connect with shoppers by leveraging a seasonal insight. Focusing on the outside retail asset and connecting it with a seasonal insight helped McDonalds stem and reverse a continuous decline in its soft drink sales.

Statement of Effectiveness: The drive-thru retail activation not only stemmed the negative growth, but also reversed the soft drink sales trend for McDonalds.


College Care Essentials

Johnson & Johnson

Brand: Johnson & Johnson


Award: Bronze, Single-Retailer Program: Mass Merchants

Johnson & Johnson’s upper respiratory line was about to see a major cut in distribution at Walmart. And with cold and flu season right around the corner, that just couldn’t happen. So, they teamed up with Kleenex and Clorox and went back-to-college to create a total care solution that was perfect for parents and their newly independent college students. This program saved the brand’s distribution at Walmart and exceeded expectations while helping J&J gain additional merchandising support across all Walmart stores.

Statement of Effectiveness: Created a new market for upper respiratory, targeting college students and parents and driving a 12-point sales increase at Walmart.


Feed a Childhood

MilkPEP

Brand: MilkPEP

Lead Agency: FCB/RED Contributing Company: Weber Shandwick

Award: Bronze, Single-Retailer Program: Supermarkets

We learned we could do well for the milk category by doing good for the community. Our campaign got moms who shop at Hy-Vee to donate milk to local families in need — and at the same time, reminded her of how milk’s nutrients can fuel her own kids’ potential. By asking mom to “Feed A Childhood,” we drove a sales lift in a category that’s been declining since 2010, and delivered over 50,000 gallons of milk to families who needed it the most.

Statement of Effectiveness: Drove a sales lift for white milk — a category that’s been in decline since 2010.


Shopper Marketing Effie JuryFinal Round

Round OneDiana Allwein Director, Client Services Mosaic Shopper

Jovita Almanzo Account Director FCB/RED

Mauriahh Beezley Group Creative Director Saatchi & Saatchi X

Lynn Berry VP, Executive Creative Director The Mars Agency

Suzanna Bierwirth SVP, Group Creative Director FCB Chicago

Elizabeth Bleser VP, Digital Strategy Blue Chip Marketing

Kelly Boatright Director, Shopper Marketing The Coca-Cola Company

Tom Boccuzzi SVP, Account Geometry Global

Ashleigh Borchers Customer Director, Shopper Marketing Mondelez International, Inc.

David Brot EVP, Account Director Leo Burnett/Arc

Shaun Brown SVP, CPG & Digital Shopper Lead Momentum Worldwide

Tom Brown EVP Catapult Marketing

Jacqueline Burks Principal Pivot Point Marketing

Kristen Buss VP, Strategy Mosaic Shopper

Summer Butler Director, Shopper Marketing The Coca-Cola Company

Heather Campain Director, Shopper Marketing Johnson & Johnson

Neith Cardenas Brand Manager Procter & Gamble

April Carlisle SVP, Global Shopper Marketing Leo Burnett/Arc

Buck Choate Creative Director Shoptology

Cameron Clement VP, Executive Creative Director TWINOAKS

Zvi Cole Director, Integrated Media Beiersdorf

Justin Cox VP, Creative Director FCB

Russell Craig Account Executive, Shopper Marketing MaxPoint

Liz Crawford SVP, Strategy & Insights Match Marketing Group

Michele Crowley VP The Integer Group

Marie-Agnes Daumas Director, Shopper Marketing Center of Excellence, N.A. Colgate-Palmolive

Sarah Davis SVP, Executive Creative Director Catapult Marketing

Chris Del Rey President & CEO DEL REY MARKETING

Raquel Del Rey VP, COO DEL REY MARKETING

Tracy Draksler Brown VP, Management Director FCB

Monica Duran VP, Shopper Marketing Bravo/Y&R

Craig Elston EVP, Insight & Strategy The Integer Group

Liz Fogerty SVP, Strategic Planning & Insights IN Marketing Services

Tracy Frisbie Director, Marketing, Shopper/Strategic Relationships Constellation Brands Inc.

Burr Gavin SVP, Strategy & Brand Planning Epsilon

Maximiliano Geraldo SVP, Executive Creative Director FCB Chicago

Allyson Gill VP, Shopper Marketing TPN

Jon Goynshor VP, Head, Partnership Marketing, North America Geometry Global

Justine Greenwald Executive Creative Director Geometry Global

Elizabeth Harris EVP, Strategy Director Leo Burnett/Arc

Dipika Hemdev Shopper Marketing Manager Colgate-Palmolive

Terese Herbig VP, Managing Director, Member Development EnsembleIQ

Tiffany Huey Director, Shopper Marketing Starbucks Corporation

Lisa Hurst VP, Account Management, Shopper Practice Lead Upshot

Michelle Imbro VP, Client Services IN Marketing Services

Laura Johnston Executive Creative Director Geometry Global

Jasen Kelly VP & Director, Shopper Marketing Mediavest

Zachary Kieltyka Management Director FCB/RED

Elana Kipp VP IN Marketing Services

Lionel Knight SVP, Planning & Research Upshot

Pradeep Kumar Global Data Officer FCB/RED

Michael Lewis Director, Category Leadership PepsiCo

Anne Martin Customer Director, Shopper Marketing Mondelez International, Inc.

Tony Mavrelis Creative Director FCB

Steve McGowan Director, Shopper Marketing Mondelez International, Inc.

Amanda McKinney VP, Director, Promotion Innovation Leo Burnett/Arc

Michael McMahon President & Executive Director Path to Purchase Institute

Joy Mead Associate Brand Director, NA Grocery Channel Procter & Gamble

John Menefee VP, Creative Director Leo Burnett/Arc

Bob Moler VP, Strategic Account Lead THE MARKETING ARM

Pam Morrisroe EVP, Account Geometry Global

DyShaun Muhammad SVP, Client Services Catapult Marketing

Brendan Nash SVP, Creative Director Leo Burnett/Arc

Maureen OHare VP, Growth & Connections The Mars Agency | TWINOAKS

Jennifer Olliges SVP, Director - Consumer Shopper Integration Momentum Worldwide

Soche Picard EVP, Managing Director Geometry Global

Jay Picconatto Marketing Director, Shopper Marketing General Mills

Julie Regimand SVP, Director, Production FCB

Lynne Robertson Owner & CEO Fame

Bryant Ross SVP, Managing Director IN Marketing Services

Nicholas Sammer VP, Client Partnership & Brand Strategy Saatchi & Saatchi X

Heidi Schoeneck EVP, Executive Creative Director Geometry Global

Amie Stanley Principal Pivot Point Marketing

Dana Stotts SVP, Group Management Director FCB/RED

Andrea Strey Shopper Marketer 3M

Pat Taflinger SVP, Connections Blue Chip Marketing Worldwide

Cristina Tazza Senior Strategist Grey Shopper

Esperanza Teasdale Senior Director, Shopper Marketing PepsiCo

Simon Tiffen VP, Planning Director FCB

Lisa Travieso Senior Manager, Shopper Marketing Starbucks

Leslee Urhahn VP, Consumer Solutions SMACK

Lynn Vitello VP, Marketing MaxPoint

Edward Wallon Executive Director, Commercial Strategy Colangelo

Phil White EVP, Strategic Planning Geometry Global

Rebecca Zdarsky VP, Group Creative Director IN Marketing Services

Keith Albright Global Shopper Leader 3MCharles Anderson CEO Shoptology Susan Barkalow Director, Shopper Marketing Mars Chocolate, North America Matt Barresi Brand Director, NA Selling & Market Operations Procter & Gamble Rodger Dipasca Global Managing Director, Shopper Communications Red Fuse Communications

Tom Dolan SVP, MaxPoint Solutions MaxPointAmy Dragland-Johnson Director, Shopper Marketing North America SC Johnson & SonPatrick Fitzmaurice Managing Director, Professional Development EnsembleIQChristian Gradlmuller Global Head, Customer Marketing SC Johnson & SonAmy Hahn SVP, Marketing Ahold USA

Carl Hartman CEO, North America Geometry GlobalJessica Hendrix President & CEO Saatchi & Saatchi XTerese Herbig VP, Managing Director, Member Development EnsembleIQPeter Hoyt CEO EnsembleIQ

Joseph Lampertius Global CEO, Shopper Marketing Grey

Sharon Love CEO TPNTina Manikas President FCB/REDMatt Martin VP, Marketing & Customer Engagement Family DollarMichael Mcmahon President & Executive Director Path to Purchase InstituteJohn Mount VP, National Retail Sales Customer Marketing The Coca-Cola Company

Karuna Rawal U.S. President & Global CSO Arc WorldwideJennifer Reiner Sr. Director, Marketing Activation & Shopper Marketing Del Monte Foods, Inc.Robert Rivenburgh CEO, North America The Mars Agency Barry Roberts Director, Retail Shopper Solutions Colgate-PalmoliveAllison Robl AVP, Shopper Marketing L’oreal

Suzanne Skop VP, MaxPoint Solutions MaxPointBeth St. Raymond Director, Shopper Marketing & Merchandising & Display Edgewell Personal CareDiane Wallace VP, Retail Marketing & Strategy The Coca-Cola CompanyChristopher Witte VP, Shopper & Category Development Tyson Food, Inc.

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Yes, we’ve won our share of national and international industry awards, but helping our customers win at retail is what makes us most proud.

It’s remarkable that one of the oldest companies in the industry is known for some of the most progressive thinking. Menasha helps our customers protect, move, and promote their products better than anyone else.

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