Swiffer
ShoPPEr mArkETING EffIES
GoLd WINNEr
ProCTEr & GAmBLE
SAATChI & SAATChI x*
Brianne Brannan Sr. Acct. Mgr.
Sheryl Martin Gillette VP, Dir. of Planning
Jason Stewart Assoc. Creative Dir.
Chris Trotter Sr. Copywriter
Kim Phillips Sr. Digital Producer
Eli Saldivar Digital Practice Lead
Jamie Duke Multimedia Content Specialist
JJ Coleman Project Mgr.
Greg Mueth Planning Dir.
Allison Lee Production Services
SWIffEr ProJECT JACk Co-mArkETING CAmPAIGN
Swiffer enjoyed high awareness, but serious cleaners ignored it;
they didn’t see Swiffer as better than their reliable mops, brooms
and dusters. Procter & Gamble challenged us to reinvent the shopping experience for Swiffer at Walmart to help convert these skeptics. Project Jack took Swiffer out of the box and displayed it fully
assembled. Those who never considered Swiffer before were able
to see and feel the quality and cleaning power. Walmart shopper
insights helped craft a holistic path-to-purchase launch that drove
unprecedented sales lift for Swiffer at Walmart.
P&G Beauty Scale
(Olay, Pantene, Clairol, Venus, Secret, CoverGirl, Fekkai)
mANUfACTUrEr: mULTI-BrANd ShoPPEr SoLUTIoN
ShoPPEr mArkETING EffIES
SILvEr WINNEr
ProCTEr & GAmBLE
Jay Sethi
Nikhil Shah
Christy Garrett
Jennifer Justice
Brand Mgr.
Asst. Brand Mgr.
Asst. Brand Mgr.
Mktg. Specialist
LEo BUrNETT/ArC WorLd WIdE*
Holly Meloy Acct. Dir.
Shawn Farrell VP, Creative Dir.
Alma Klein Creative Dir.
Laura Mardon Assoc. Creative Dir.
Julie Rothweiler Acct. Dir.
Lauren Rector Sr Acct. Exec.
SmG
dEvrIES PUBLIC rELATIoNS
ALLUrE/CoNdE NAST
rEd212
ThE BEST IN BEAUTY 2011
We faced two challenges for the 2011 P&G Beauty Scale event.
First: convince "Want-It-All" shoppers that P&G's beauty brands
were equal to department store brands. Second: get retailers
excited about the program. We partnered with Allure and their
“Best of Beauty” awards to spotlight winning P&G products and
created a strong claim,"Best of the Decade," highlighting the 4
most awarded brands of the decade. Retailers got on board
thanks to a robust marketing campaign: TV, print, digital, mobile
tour and premium in-store displays.
