Shopper Marketing


Start: Tuesday, June 6, 2017 at 9:00am

End: Tuesday, June 6, 2017 at 3:00pm


708 Third Ave
Floor 33
New York, NY 10017

Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Attend in-Person ANA $0 Associate Gold $0 Associate Silver N/A Associate Individual N/A Non Member N/A
Attend via Webinar ANA $0 Associate Gold $0 Associate Silver N/A Associate Individual N/A Non Member N/A
Will Not Attend ANA $0 Associate Gold $0 Associate Silver N/A Associate Individual N/A Non Member N/A

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 Mars Chocolate Shopper Marketers embarked on in 2016 in launching the successful brand-led program, celebrating M&M’s 75th Anniversary.  Sue will demonstrate how the program was brought to life across multiple retailers in unique ways.  She will also take you through the process, the challenges and learnings garnered as her team brought M&M’s 75th Anniversary to life. 

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



Webinar information, if available, will be provided to registrants only.