Procter & Gamble and Their Retail Partners
Three Case Studies of In-Store Promotional Marketing
Three Case Studies of In-Store Promotional Marketing
Hand/Eye Creative strategized a co-branding promotion with P&G, Coke and General Mills. These brand powerhouses joined forces to leverage prominent display space and create cross-category synergy. A significant offer prompted consumers to ‘stock up’ which in turn helped with store buy in. The ’Happy Meets Healthy’ theme was crafted after research results indicated SuperValu shoppers made purchases based on price, brand, and healthy choice, in that order.
Sebastian Professional had seen its relevance and market share decrease over the past 10 years. An intensive brand re-invigoration was undertaken.
Hand/Eye Creative was contracted to help create a year-long marketing initiative to communicate brand changes and new products to stylist’s and consumers. Direct mail with promotional offers, new packaging and products, and edgy in-store communications injected the brand with new vitality. The first campaign in the series was a huge success: sales of the featured new product spiked 45% during the campaign’s run.
Hand/Eye Creative was contracted to help create a year-long marketing initiative to communicate brand changes and new products to stylist’s and consumers. Direct mail with promotional offers, new packaging and products, and edgy in-store communications injected the brand with new vitality. The first campaign in the series was a huge success: sales of the featured new product spiked 45% during the campaign’s run.
Trade Secret’s crowded shelves make in-store marketing a true challenge. Hand/Eye Creative helped P&G cut through the clutter by executing a cause marketing campaign to benefit Breast Cancer Awareness. Fifty cents was donated by Procter & Gamble for each purchase of a Halo, Wella, Graham Webb, or Sebastian product.
Existing sign and poster fixtures were augmented with new and bold placements, giving the campaign unprecedented ‘marquee’ status. P&G Professional brands’ sales increased 23% from their previous quarter and $100,000 was raised for Breast Cancer Awareness in the name of Trade Secret stores. Future plans for the program include a longer campaign period, custom packaging and bottles.
Existing sign and poster fixtures were augmented with new and bold placements, giving the campaign unprecedented ‘marquee’ status. P&G Professional brands’ sales increased 23% from their previous quarter and $100,000 was raised for Breast Cancer Awareness in the name of Trade Secret stores. Future plans for the program include a longer campaign period, custom packaging and bottles.
