Shopper Marketing

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Theme: Executing Brand-led Programs Through Shopper Marketing



I. Brand Driven Shopper Programs – How V8 Leveraged Retailer Programs to Drive Trial
(10:00AM – 10:50AM)
V8® Vegetable Juice is an established brand with high brand awareness.  In 2015 a new extension, V8®  Blends was launched to reach a wider audience with a variety of fruit and vegetable blends.  As the brand moved into year 2 & 3, it was critical to continue to drive trial and household penetration.  But marketing budgets dictated that spend levels would not be at year 1 levels.  To reach the business objectives, it was critical to leverage in-store activation with sales and retailer engagement to deliver an integrated plan.

In this session, you will learn:

  • How V8® Blends executed trial driving programs in partnership with key customers.
  • Success and challenges with executing through retail environment.

Megan Hennigan,
 Senior Manager, Shopper Marketing, Campbell Soup Company

COFFEE BREAK (10:50AM – 11:10AM)

II. Prestige Brands: Bringing Need-Based, Challenger Brands to Life With Drug Retailers 
(11:10AM – 12:00PM)
Working with limited resources and a large number of challenges, Prestige Brands will highlight how it was able to leverage some shopper insight “nuggets”  and develop/sell-in/execute programming opportunities against a few of its need-based, low household penetration brands within Walgreens and CVS.  Prestige will also demonstrate how the results of these programs were able to set the stage for future category-driving activation with these retailer partners.

Andrea Bouwman, Shopper Marketing Director, Prestige Brands, Inc.

LUNCH (12:00PM – 1:15PM)

III. Taking Brand-Led Programs to the Next Level through Shopper Marketing (1:15PM – 2:00PM)
Sue Barkalow will detail the journey that Shopper Marketers of the Mars Wrigley Confectionery Company embarked on in 2016 in launching two successful brand-led programs.  The first is the celebration of M&M’s 75th Anniversary, brought to life across multiple retailers in unique ways.  The second is the execution of the award-winning Extra USO program at Kroger.  Sue will take you through the process, the challenges and learnings associated with each Brand-Led program.

Susan Barkalow, 
Shopper Marketing Team Leader, MARS Chocolate, North America