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.
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
Target last month rolled out several exclusive SKUs tied to DreamWorks Animation’s Troll’s World Tour, which released simultaneously in (limited) theaters and digitally on April 10 due to the COVID-19 pandemic.
Procter & Gamble’s Gillette has launched a line of facial grooming products branded King C. Gillette that is exclusive to Walgreens. The products are also sold directly to consumers, individually and via subscription, on the brand’s website.
Procter & Gamble’s Charmin has been playing with a robot that delivers a replacement roll of toilet paper to consumers who might be in urgent need of such services. Such is the state of the consumer goods industry these days.