ShoppER MARkEtInG - MAnUFActURER
GoLD WInnER
Gillette Fusion
pRoctER & GAMbLE - WALMARt GLobAL cUStoMER tEAM
Allan Peretz Customer Team Mktg. Mgr.
Susan Cassell Mktg. Specialist
EA SpoRtS
SAAtchI & SAAtchI x
Leslie Prince Project Mgr.
Ed Prill Production Services Super.
Jason Stewart Asst. Creative Dir.
Chris Trotter Copywriter
Tim Brandon Production Artist
Vince Straszewski Digital Art Dir.
Ivan Mayes Digital Developer
Holly Hamilton Digital Production Asst.
tRIAD
FUSIon/MADDEn - Look YoUR bESt. pLAY YoUR bESt.
The Madden NFL campaign at Walmart stimulated growth for an
established brand, Gillette Fusion. Fusion razor sales at Walmart
surged 5% while sales everywhere else declined. Two insights inspired our thinking. First, while in the shave aisle our target was
oblivious to new products, focusing only on picking up refills for
his existing razor. Second, he was highly engaged with both the
NFL and video gaming. Our solution? We used these interests to
jar shoppers out of their refill mindset, not only in the shave aisle
but throughout the store.
ShoppER MARkEtInG - MAnUFActURER
SILvER WInnER
U by kotex
kIMbERLY-cLARk
Deborah Hannah
Aida Flick
Melissa Sexton
Integrated Mktg. Planning Dir.
Brand Dir.
Integrated Mktg. Planning Dir.
JWt/oGILvYActIon
Tiffany Ritz
John Waldschmidt
Nicole Seifert
Mike Lawrence
Kathy Kluchurosky
Shelbie Stewart
Katie Butler
Sr. Acct. Exec.
Creative Dir.
Creative Dir.
Sr. Copywriter
Dir., Production Services
Acct. Super.
Exec. Creative Dir.
tRAcYLockE
MInDShARE
coLEMAnbRAnDWoRx StRAtEGIc bRAnDInG
oRGAnIc
U b Y kotEx LAUnch
