22 minute read
Activation Gallery
from P2PIQ-0921
by ensembleiq
ActivationGallery
Summer Promotions
Beating the heat, preventing sunburn, barbequing and the Summer Olympics (every four years) are omnipresent messages at retail for the manufacturers and retailers of summerrelated products. This year was no di erent, especially since the activity from Olympic sponsors such as Coca-Cola and Procter & Gamble appeared a year later than originally planned, thanks to the COVID-19 pandemic. Summer marketing messages appeared both online and in stores, starting back in May and continuing through August. Here’s a sampling of what Path to Purchase IQ editors found as they monitored activity at retail in various channels, including grocery, mass and drug. Path to Purchase Institute members can see many more summer-related activations in the image vault at P2PI.org.
PepsiCo activated its national summertime campaign in Amazon and Walmart Walmart stores using its “Let’s Summer” rallying call and stores using its “Let’s Summer” rallying call and touting the availability of “awesome” prizes. At the new Amazon Fresh location in Bellevue, Washington, a TV screen hanging from the ceiling depicted the campaign creative with a pool theme. In Walmart’s beverage aisle, shelf strips instead employed a backyard theme and invited shoppers to scan a depicted QR code for summer activities.
Beam Suntory’s Jim Beam tied in to baseball season with a pallet display at Meijer stocking its liquor SKUs around a large baseball atop a wooden bat. A sign a xed to the display encouraged shoppers to enter the brand’s “Highball at Home” sweepstakes, which awarded prizes such as a sparkling water machine from PepsiCo’s SodaStream, “highball” mugs and ice trays.
PepsiCo’s Frito-Lay enjoyed secondary merchandising space this summer at Meijer via a spectacular positioned along the store’s action alley. The display featured elaborate headers depicting Cheetos, Lay’s and Doritos chip bags bookended by splashes of water under a “Let’s Summer - More Fun to Share” message. Multiple QR codes depicted on the display directed shoppers to a promotional site to enter to win “awesome prizes,” such as a home theater projector and pop-up cinema screen, folding chairs or a branded cornhole board set.
ActivationGallery
Walmart tied in to the summertime observance of Pride Month with a dedicated Walmart.com shop giving the spotlight to three featured brands — Mars Inc.’s Skittles, PepsiCo’s Bubly and Kellogg Co.’s Kellogg’s — while touting their respective cause e orts bene tting the LGBTQ+ community. In stores, Skittles limited-edition Pride packs were merchandised with a scannable code linking to a Walmartexclusive augmented reality experience, and some locations hosted related retailtainment events. The activity included a Walmart Radio interview, social media activity and targeted display/ search media.
U.S. Olympic and Paralympic sponsor Coca-Cola Co. tied in to the Summer Olympics with spectaculars at Meijer. The displays included corrugate signs depicting multiple Coke 20-ounce bottles, the U.S. ag and a bottle cap employing a “summer tastes better with Coca-Cola” message. Pole toppers also depicted four-time U.S. Olympic medalist Simone Manuel and two-time U.S. Paralympic gold medalist Roderick Townsend below a “victory tastes better with Coke” message.
Procter & Gamble’s Gillette Venus enjoyed secondary merchandising space via endcaps at Meijer activating the manufacturer’s U.S. Olympic sponsorship during the Summer Olympics. The display depicted a surfboard while spotlighting professional surfer Carissa Moore, positioning her as a U.S. Olympic “hopeful” (now gold medalist).
Albertsons Companies celebrated its private-label sparkling water brand Soleil by rolling out special packaging designs from global visual artists, three Spotify music playlists and four new avors — mango, raspberry lime, tangerine and watermelon — to go with an omnichannel campaign dubbed “Sip to the Beat.” The new packaging enabled shoppers to unlock one of three Spotify music playlists curated for summer parties.
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ActivationGallery
Unilever’s Hellmann’s deployed an eyecatching spectacular at Southeastern Grocers’ Harveys, tying in to grilling season and positioning the brand’s mayonnaise as an essential condiment for barbecues. The execution comprised two branded oorstands sandwiching a pallet display that depicted four steps to making Hellmann’s parmesan-crusted chicken and directed shoppers to Hellmanns.com for recipes. In addition, a branded oor cling next to an unboxed grill encouraged shoppers to “Make it your own kind of BBQ.”
Sam’s
Club
hosted themed digital activity from Mars Inc. to promote “sweets that beat the heat” and kick o the summer season. Tying in to the manufacturer’s national summer program, various SamsClub.com ads communicated messages like “Never stop summering” and linked to a themed custom brand showcase highlighting select candy from the manufacturer and serving up ways to engage and inspire shoppers.
E. & J. Gallo Winery’s
Barefoot enjoyed secondary merchandising space at Meijer via pallet displays out tted with headers inviting shoppers to enter to win a smoker grill. The header depicted a QR code directing shoppers to a page within BarefootWine.com inviting shoppers to enter the sweeps, which runs from May 1 through Sept. 12.
H-E-B united private-label and national-brand suncare SKUs on a dedicated gondola promising “Sun care for every Texs un.” Colorful, summer-themed signage exclusively spotlighted H-E-B’s private-label SKUs, with one side panel communicating “suncare tips” such as “reapply every two hours” and “apply teaspoon-sized dollop to face, neck and ears.” Sun care products from Johnson & Johnson’s Neutrogena, SC Johnson’s Sun Bum and other national brands were also merchandised on the display.
Let’s create something irresistible. Let’s create something irresistible.
Everything we do is in service of making your brand irresistible to shoppers. We create solutions that are personal, valuable and delightful—all precisely planned, measured and Everything we do is in service of making your brand irresistible to shoppers. We create solutions that are personal, valuable and delightful—all precisely planned, measured and optimized across the connected shopper journey. optimized across the connected shopper journey.
And it all starts with our unparalleled And it all starts with our unparalleled operating system, Archer.operating system, Archer.
HELPING AMBITIOUS
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AMPLIFIED BY FIELD EXPERTISE AMPLIFIED BY FIELD EXPERTISE
WHO WE AREWHO WE ARE
Arc is the lead shopper and retail innovation agency within Publicis Groupe. Arc is the lead shopper and retail innovation agency within Publicis Groupe. Headquartered in Chicago, we are nearly 400 passionate, egoless, collaborative, Headquartered in Chicago, we are nearly 400 passionate, egoless, collaborative, action-oriented individuals dedicated to making brands irresistible. We believe in action-oriented individuals dedicated to making brands irresistible. We believe in (and live) a culture of inclusion where each of us is empowered to show up as our (and live) a culture of inclusion where each of us is empowered to show up as our authentic self every day.authentic self every day.
EXPERTISEEXPERTISE
In an era of unprecedented disruption, when shoppers are harder to know, nd and In an era of unprecedented disruption, when shoppers are harder to know, nd and grow than ever before, we employ data and insights to uncover what’s standing in grow than ever before, we employ data and insights to uncover what’s standing in the way of growth. Then we deploy irresistible creative solutions with precision. the way of growth. Then we deploy irresistible creative solutions with precision. The results simultaneously drive brand sales and love. This has helped us become The results simultaneously drive brand sales and love. This has helped us become WARC’s No. 1 Specialty Retail Agency with groundbreaking work recognized by WARC’s No. 1 Specialty Retail Agency with groundbreaking work recognized by Adweek, ANA Reggie Awards and E es.Adweek, ANA Reggie Awards and E es.
OUR MARKETSOUR MARKETS
Six O ces: Chicago, Rogers, NYC, Minneapolis, Cincinnati, Connecticut Employees: 386 Globally: 40 countries, 1K+ experts Unilever Molson Coors GSK Dunkin’ Georgia Paci c Bridgestone Firestone Conagra Clorox Galderma Alcon Abbott UScellular Nestlé Hormel
Laura Swetin New Business laura.swetin@arcww.com Six O ces: Chicago, Rogers, NYC, Minneapolis, Maggie Shepherd Media/Press Cincinnati, Connecticut maggie.shepherd@mslgroup.com Employees: 386 Globally: 40 countries, 1K+ experts Unilever Molson Coors GSK Dunkin’ Georgia Paci c Bridgestone Firestone Conagra Clorox Galderma Alcon Abbott UScellular Nestlé Hormel Laura Swetin New Business laura.swetin@arcww.com Maggie Shepherd Media/Press maggie.shepherd@mslgroup.com
SERVICESSERVICES
Omnichannel programsOmnichannel programs Customer marketingCustomer marketing Channel solutionsChannel solutions Brand activationBrand activation Retail experiencesRetail experiences Retail designRetail design Experiential eventsExperiential events Commerce innovationCommerce innovation E-commerceE-commerce
MAJOR CLIENTSMAJOR CLIENTS KEY EXECUTIVESKEY EXECUTIVES
Soche PicardSoche Picard Chief Executive O cerChief Executive O cer
Matthew WeinerMatthew Weiner Chief Creative O cerChief Creative O cer
Elizabeth HarrisElizabeth Harris Chief Strategy O cerChief Strategy O cer
KEY CONTACTSKEY CONTACTS
Irresistible commerce is what we do. Archer is how we do it. Irresistible commerce is what we do. Archer is how we do it.
The art of precision The art of precision
Archer is the engine powering everything Archer is the engine powering everything we do. It’s our proprietary operating system we do. It’s our proprietary operating system that leverages seven interconnected data tools that leverages seven interconnected data tools to reveal the resistance that’s holding people to reveal the resistance that’s holding people back from purchasing your product. With Archer, back from purchasing your product. With Archer, we can create the perfect solution—backed by we can create the perfect solution—backed by Epsilon data on more than 255 million U.S. shoppers Epsilon data on more than 255 million U.S. shoppers at the unique ID level. In other words, it’s how at the unique ID level. In other words, it’s how we make your brand irresistible to shoppers. we make your brand irresistible to shoppers.
We’d love to tell you more We’d love to tell you more about it IRL. Let’s talk. about it IRL. Let’s talk.
CMG Overview
At CMG, we seek to provide our clients with insight based, strategic and cost-e ective program solutions. Our objective is to develop programs that address not only our clients’ needs, but also their key customers’ objectives and merchandising philosophies. Our strong relationships with our clients’ organizations have allowed us to collaborate with them and create impactful programs that drive incremental and profitable sales. We focus our Account and Creative teams on understanding our clients’ objectives, and then creating the right programs that make sense for our clients, and their key retailers.
Expertise In Shopper Marketing
CMG’s process serves as the starting point for all of our Shopper Marketing activity, and allows us to build the right plans for our client’s brands: • Shopper Planning – work with Shopper Marketing Managers and/or Brand Teams to do all of the pre-work needed to rollout key deliverables, guardrails and programming to our client’s organization • Program Planning – utilize the results of the work done in Shopper Planning to develop the right plans that utilize the ideal tactics for our client’s retail partners • Execution – leverage our partnership with our client’s
sales organizations and internal teams, along with our detailed processes to deliver successful programs as planned, and on time • Evaluation – evaluate how our programs performed – did they meet or exceed expectations, should we repeat or make enhancements for future planning cycles
At-A-Glance
WHO WE ARE
For over 20 years, CMG’s mission has been to provide CPG companies with a coste ective alternative for their marketing programs. From day one, we have utilized our knowledge of retailers, as well as what it takes to e ectively plan and execute programs, to deliver results for our clients’ brands.
INDUSTRIES SERVED
• Food • Beverage • Household Products • Pet Supplies • Travel
Focus On Partnership Marketing
One of CMG’s core compentancies within our Shopper Marketing practice is creating partnerships between our clients brands and other complementary brands: • Based on project scope and objectives, generate a target list of brands that would make sense as a partner for our client’s brands • Contact potential partners to gauge interest and feasibility of partnership • Create contracts/joint promotion agreements on behalf of client, and route for approvals by all participating brands • Serve as central hub for the sharing of creative assets and key legal copy and trademarks • Develop program creative and route for approvals • Lead or participate on partnership calls between participating brands
Why We Are Successful
We have an experienced team of professionals who are dedicated to their clients’ businesses, knowledgeable about all their key customers and passionate about delivering positive results. We sta each client based on their needs, with the right Account and Creative team members, who have the necessary backgrounds to provide top support and deliver successful programs.
PRODUCTS & SERVICES
We o er the following services to support our Shopper and Partnership initiatives... • Program planning and execution • Partner solicitation, negotiation, and contract development • Creative and concept development • Digital and Social Marketing management • eCommerce marketing • Budget management • Post-promotion reporting and analysis
EXPERTISE
Retail Marketing, concentrating in Shopper and Partnership Marketing, with a focus on execution.
MAJOR CLIENTS
Molson Coors Del Monte Foods, Inc. McCormick & Company, Inc.
CONTACT
Garrett Plepel, President gplepel@collaborativemktg.com 630.871.6590
COLLABORATIVEMKTG.COM
A Partner You Can Rely On
Shopper • Partnerships • Digital • e-Commerce
You face new challenges every day. Having the right agency partner on your side to help you navigate through the retail landscape, is paramount to developing successful programs that work for your brands and your customers. We’re here to provide a helping hand. With CMG, you will have the comfort of knowing we have been working with CPG companies of all sizes for over 20 years. Our account and creative teams know your retailers, the programs they prefer and how to reach your most valuable targeted consumers.
If you are looking for a strategic, execution focused and cost-effective solution for your retail programming, visit us at www.collaborativemktg.com.
You know how some people are really into essential oils? Or CrossFit? That’s us, but it’s with converting shoppers into buyers. We’ve reimagined an entire agency around conversion.
Check out the new WelcomeToEdge.com to see how our obsession can help you succeed.
We deliver fully integrated brand engagement solutions that connect consumers’ hands, hearts and minds to your brands. Rooted in insight-driven strategy and fused with real-world experience, we create culturally relevant, actionable ideas to grow your brand. From insight to activation, our team thinks boldly, pivots quickly and activates flawlessly to deliver results. Privately owned and fiercely independent, we take pride in our award-winning work and lasting client relationships.
Consumer Engagement
We build relationships.
We build a strong consumer connection to your brands by fusing curated insights and culturally relevant creative thinking. With an omnichannel mindset, we reach people in the spaces and places where buying decisions are made with experiences that drive awareness, conversion, and loyalty.
With our results-driven approach, we strategically design from ideation to activation, with your goals at the forefront of every idea. By creating your brand community, we establish brand loyalists and provide a lasting impression. Whether a live, virtual or hybrid experience, our XM-focused brand engagements are sure to connect your brand with your consumers through wow-worthy moments.
Shopper Marketing Experiential
We drive conversions. We make lasting brand impressions.
We take the complexity out of conversion and help simplify the retail landscape. Our deep retail experience enables us to navigate all channels of commerce and drive shopper behavior by understanding their journey and the points to connect, engage and convert to buy.
At-AGlance
Major Clients
Mondelēz International Abbott Nutrition Lactalis American Group, Inc. PepsiCo Heineken USA The Kraft Heinz Company
Services
Omnichannel Planning & Activation Sales Planning Primary & Secondary Research Live, Virtual & Hybrid Experiential Events Partnerships & Sponsorships
Scan to check out our award-winning work...
Contact
connect@hmtassociates.com 216.369.0109
Key Executives
Patti Conti President/CEO Joe Conti Managing Director Lisa Norat SVP, Business Leadership Laura Moser Director of Business Leadership & Client Development Paul Ballew Director of Strategy & Planning
Connect with your shoppers... wherever they are.
At hmt, we know how hard it is to reach people in the spaces and places where buying decisions are made. And while the possibilities to connect with shoppers may be limitless, your budget is not. So we blend curated insights, cultural relevance and creative thinking to deliver omnichannel engagement strategies that get results. Our programs make smart use of your marketing dollars, disrupting shopper journeys to drive conversions.
WE create synergy
Decode Human behavior by harmonizing 1P and 3P data 3P data
At-a-glance
Unlock Growth opportunities at the intersection of commerce and culture Accelerate Consumer connection across commerce media, eCommerce, and brand activation
Expertise
Connected Commerce | Shopper Marketing | Brand Activation | Brand Strategy & Insights | Consumer Segmentation & Connected Planning | Creative | Partnerships | Measurement & Advanced Analytics | eCommerce | Menu Marketing
What’s next industries served Key Executives:
New Data Pipelines Enterprise AI Non-Premise Commerce Commerce-Ready Branding Food & Beverage Health & Wellness Personal Care & Beauty Spirits/Beer/Wine Home Goods Baby Care Pet Care
Valerie Bernstein, EVP, Business Development Dino de Leon, EVP, Executive Creative Director Personal Care & Beauty Kelly Ravestijn, SVP, Strategic Planning Kelly Ravestijn, SVP, Strategic Planning Jen Gruber, SVP, Business Arts & Analytics Mary Wenlock, Director of Human Resources & Operations
Contact
Valerie Bernstein, EVP, Business Development Valerie.Bernstein@inconnectedmarketing.com 646.924.8601
Everything from Package to Purchase
Branding, packaging, advertising, shopper marketing, digital, social... the experience your customers have with your product is about more than just having all the right components. It’s about having them all work together right. At Phoenix Creative, we have dedicated, in-house expertise for every point along your product’s and shoppers’ path to purchase. That’s why we understand how your packaging can play a vital role in your advertising, how to tailor your in-store pieces to magnify the impact of your social efforts, and how to make your branding matter in even the most cluttered retail environments.
Whether you need a single service or a complete program that gets your product from the warehouse to their house, we can help.
Quick Thinking. Nimble Results.
We work hard for our clients. Although we’re much more than a “quick-turn” agency, we’ve been known to work wonders with the deadliest of deadlines. Whether it’s getting a simple shelf-talker to press or getting a 360-degree, channel-specific strategy ready for launch, we do whatever it takes.
Dedicated account staff, top-tier designers—all working together to get the job done. We value good people and great thinking. It’s not unusual to find a client or employee who’s been with us for 20 years or longer. No matter the title, each of us honors the strategic perspective of an account executive, the vision of a writer, and the passion of an artist.
We Live Retail
We work with brands, but we also know retailers. Brand marketing only gets a part of the way down the path-to-purchase. In order to reach the end and win basket share, we have built ourselves into a partner that knows how to position brands with an eye toward each specific retailer’s footprint, digital assets, loyalty programs, and marketing requirements. Brand messaging plus retailer know-how equals a winning combination.
At-A-Glance
WHO WE ARE
We’re an award-winning agency located in downtown St. Louis. We’ve been helping businesses of all types find their voice in the marketplace since 1989. In our book, big ideas aren’t limited to big budgets. Everybody’s message can shine.
EXPERTISE
Our shopper marketing know-how comes from 30 years of extensive, battle-tested, retail experience. Strategic planning, concept development, and design/message execution are all of equal importance to our agency vision and our clients’ success.
INDUSTRIES SERVED
• Consumer Packaged
Goods • Retail • Alcohol • Automotive • Commercial/Industrial • Durable Goods • OTC
PRODUCTS & SERVICES
• Shopper Marketing – strategic planning, concept, design • Retail Design – channel specific, regional, retailer focused • Packaging – design, extrapolation, production • Advertising – promotional campaigns, full-service marketing • Content Creation – social, mass media, mobile
MAJOR CLIENTS
• Mondelēz
International • 7-Eleven • Anheuser-Busch InBev • AB Mauri N. America • Luxco • Schaeffer
Manufacturing
KEY EXECUTIVES
Abbey Ash, Partner, Director of Shopper Marketing David Dolak, Partner, Chief Creative Officer Keith Schwahn, Partner, Director of Production Services Matt O’Neill, Senior Partner
CONTACT
Abbey Ash Partner, Director of Shopper Marketing abbey.ash@phoenixcreative.com 314-609-7539
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December 2021
