Marketer: Procter & Gamble
Agency: Saatchi & Saatchi X
Effie Commerce & Shopper Category: Omnichannel Shopper Solution (Winner)
Procter & Gamble had a built-in audience for its Pampers Cruisers 360 brand at Walmart, but it needed to convert moms who were buying diaper pants
As U.S. shoppers stockpiled toilet paper and sanitizer due to erupting COVID-19 fears, Procter & Gamble quietly continued its streak of exclusive brand launches at Walmart with the debut of All Good baby diapers.
Target last month rolled out several exclusive SKUs tied to DreamWorks Animation’s <i>Troll’s World Tour</i>, which released simultaneously in (limited) theaters and digitally on April 10 due to the COVID-19 pandemic.
Procter & Gamble brought a four-week “holiday rebate” program to Walgreens in November that promises a $10 store gift card with purchase of four qualifying products from some of the manufacturer’s personal care brands.