The Art of Shopper Marketing: Purex's Shock and Awe at Walmart

Wed, 23 May 2012 00:00:00 -0400
Effie Awards

In January 2011, we launched Purex Complete Crystals Softener at Walmart. The natural crystal-based fabric softener provided long lasting freshness, but it carried the highest price tag in the category. Through an integrated educational offensive, we drove awareness and trial for Purex Crystals among Walmart's price sensitive shoppers.