® Effie is a registered trademark / service mark of Effie Worldwide, Inc.
Proudly sponsored by:In partnership with:
Awarding Ideas That Work
SHOPPER MARKETING / FINALISTS & WINNERS
2016
2 2016 EFFIE AWARDS / SHOPPER MARKETING
In partnership with: Proudly sponsored by:
AWARENESS/TRIAL CATEGORY/AISLE REINVENTION
Cottonelle Pampers UnderJams Olay
Go Commando
Kimberly-Clark Corp.
Underjams at Walmart Overcomes Bedwetting Procter & Gamble
Olay Shelf Reinvention at Walmart Procter & Gamble
Geometry Global* VMLKetchumMindshareTrisect
Saatchi & Saatchi X* Saatchi & Saatchi X*
MULTI-BRAND/MANUFACTURER SHOPPER SOLUTION MULTI-RETAILER PROGRAM
Multiple including Hellmann’s, Green Giant, Campbell’s and Hunt’s
Walmart OREO
Publix The Best Meals Happen At Home Unilever
Chosen by Kids Walmart
Play with OREO Mondelez International
Team Unilever Shopper* LunchboxWeber Shandwick
Starcom MediaVest Group* Shopper EventsThe Martin AgencyOneKreateQuick Test
Geometry Global* HelloWorld, Inc.Triad Retail MediaMOjO Marketing, Inc.
WINNERSThe North American Shopper Marketing Effie Awards honor the most effective shopper marketing efforts of the year. An annual program, the competition attracts case studies from the most effective shopper marketing efforts from manufacturers and retailers in the United States and Canada.
After two rounds of rigorous judging, those selected as winners represent cases that best demonstrated how they effectively solved a shopper marketing challenge, connected with their shoppers, influenced them along the path to purchase, and inspired them to become a buyer.
Award levels – gold, silver and bronze – will be announced and presented at the Path to Purchase Institute’s Shopper Marketing Summit Awards Celebration on March 16, 2016.
Congratulations to this year’s winners.* Indicates lead agency
NEW PRODUCT/SERVICE INTRODUCTION SEASONAL/EVENT
Dove, Dove Men+Care, Degree, Axe FLONASE Allergy Relief Milk-Bone, Pup-Peroni,
Milo’s Kitchen Walmart
Unilever Dry Spray Antiperspirant Launch Unilever
FLONASE Allergy Relief Over-the-Counter Launch
GlaxoSmithKline
Big Heart Pet Brands Seasonal Platform Activation
Big Heart Pet Brands
Chosen by Kids Walmart
Team Unilever Shopper* Lunchbox
Epsilon* Geometry GlobalBrand Union
FCB/RED* Starcom MediaVest Group*Shopper EventsThe Martin AgencyOneKreateQuick Test
3 2016 EFFIE AWARDS / SHOPPER MARKETING
In partnership with: Proudly sponsored by:
SEASONAL/EVENT SHOPPER EXPERIENCE SINGLE-RETAILER PROGRAM - DRUGSTORES
Walmart Dove, Vaseline, Simple SOUR PATCH KIDS & SLURPEE Dove, Vaseline, Simple
Fight Hunger. Spark Change. Walmart
CVS Love Your Skin Unilever
SOUR PATCH Watermelon SLURPEE Campaign
Mondelez International 7-Eleven, Inc.
CVS Love Your Skin Unilever
Saatchi & Saatchi* The Mars AgencyBrand NetworksStarcom MediaVest GroupTiny Horse
Team Unilever Shopper* Shopper2BuyerLunchboxBarrows
Phoenix Creative Co.* T3KetchumTPNCamelot Strategic Marketing & Media
Team Unilever Shopper* Shopper2BuyerLunchbox Barrows
SINGLE-RETAILER PROGRAM - DRUGSTORES SINGLE-RETAILER PROGRAM - MASS MERCHANTS
Procter & Gamble Alcon Amopé Pedi Perfect™ Depend
Walgreens Healthy Home Solutions Procter & Gamble
Alcon’s Howard and the Amazing Eye Exam Alcon
“Love Your Feet”: Amopé Pedi Perfect™ launch at Target
RB
Real Women of Depend ® Kimberly-Clark Corp.
Leo Burnett/Arc* Leo Burnett/Arc* Starcom MediaVest Group
IN Marketing Services*
Geometry Global* Organic, Inc.Marina Maher Communications LLCMindshare
SINGLE-RETAILER PROGRAM - MASS MERCHANTS SINGLE-RETAILER PROGRAM - OTHER
Walmart Nestlé Frozen Scale: DiGiorno, Tombstone, Stouffer’s, Hot Pockets, Nestlé Ice Cream
Fight Hunger. Spark Change. Walmart
Dollar General Frozen Merchandising Campaign Nestlé USA
Saatchi & Saatchi* The Mars AgencyBrand NetworksStarcom MediaVest GroupTiny Horse
Geometry Global*
4 2016 EFFIE AWARDS / SHOPPER MARKETING
In partnership with: Proudly sponsored by:
FINALISTSEffie Awards finalists are selected based on scores after a rigorous first round of judging. Making the shortlist of finalists is a significant achievement. Finalist status indicates that a case is among the most effective examples of integrated efforts that were specifically designed to engage the shopper and guide his or her purchase process towards a desired end result.
Additionally, all finalists and winners will receive points toward the Effie Effectiveness Index – the annual worldwide ranking of marketing communications effectiveness for agencies, advertisers, and brands. Annual rankings in North America are announced in June.
Congratulations to this year’s finalists.
NEW PRODUCT/SERVICE INTRODUCTION SEASONAL/EVENT
COVERGIRL Walmart Alcon Procter & Gamble
COVERGIRL Full Lash Bloom
Procter & Gamble
Walmart Pickup and Delivery
Walmart
Alcon’s Howard and the Amazing Eye Exam
Alcon
Your Year #StartsHere: Walgreens and People’s Choice Awards Partnership
Procter & Gamble
Grey New York* The Mars Agency* Miller Zell
Leo Burnett/Arc* Starcom MediaVest Group
Leo Burnett/Arc* United Artists Media Group*Blue Chip Marketing Worldwide
* Indicates lead agencyAWARENESS & TRIAL LOYALTY
Always Lean Cuisine Cox Communications
#LIKEAGIRL Super Bowl Activation Procter & Gamble
Lean Cuisine Feed Her Food Mood
Nestlé USA
Surprising customers with a personalized experience Cox Communications
Leo Burnett/Arc* Geometry Global*
FCB Chicago* SundaySkyBullsEye Marketing Systems, LLCRR Donnelley
LOYALTY MULTI-RETAILER PROGRAM
OREO OREO Dove, Dove Men+Care, Degree, Axe
Albertsons “Stop & Play with OREO” Mondelez International
Play with OREO Mondelez International
Unilever Dry Spray Antiperspirant Launch Unilever
Geometry Global* HelloWorld, Inc.
Geometry Global* HelloWorld, Inc.Triad Retail MediaMOjO Marketing, Inc.
Team Unilever Shopper* Lunchbox
5 2016 EFFIE AWARDS / SHOPPER MARKETING
In partnership with: Proudly sponsored by:
SEASONAL/EVENT SHOPPER EXPERIENCE
Sabra Scotts Chobani
‘Four Course 4th’ Sabra Dipping Co.
My Lawn. Your Yard’s New Best Friend. The Scotts Miracle-Gro Company
Chobani “Create. Mix. Enjoy.” Chobani, LLC
Colangelo* Fiksu* RevolocityPhoton Infotech
The Mars Agency* Delicious Contents
SINGLE-RETAILER PROGRAM - MASS MERCHANTS SINGLE-RETAILER PROGRAM - OTHER
SINGLE-RETAILER PROGRAM - SUPERMARKETS
Snack Pack Walmart Procter & Gamble Strategic Milk Alliance
Walmart Snack Pack Mix-Ins ConAgra Foods
Food Fighters
Walmart
P&G and Dollar General The Fast Way to Save Procter & Gamble
Milk Coloring Contest
Strategic Milk Alliance
Catapult Marketing* Collective Bias
Electus* Starcom MediaVest GroupTiny HorseThe Martin Agency
The Integer Group* Retail Now LLC
TracyLocke Canada*
6 2016 EFFIE AWARDS / SHOPPER MARKETING
In partnership with: Proudly sponsored by:
FINAL ROUND JURYKEITH ALBRIGHTGlobal Shopper Leader3M
CHARLIE ANDERSONCEOShoptology
WENDY JEAN BENNETTDirector, Channel & Customer MarketingTyson Foods
TOM DOLANSVP, Enterprise SolutionsMaxPoint
PATRICK FITZMAURICEManaging Director, Professional DevelopmentPath to Purchase Institute
CHAD GRENIEREVP, Retail Marketing ServicesHunter Straker JACQUES HAGOPIANBrand DirectorProcter & Gamble AMY HAHNSVP, MarketingAhold USA CARL HARTMANCEO, North AmericaGeometry Global JESSICA HENDRIXPresident, USASaatchi & Saatchi X PETER HOYTExecutive Director & CEOPath to Purchase Institute JOE LAMPERTIUSCEO, Global Shopper MarketingGrey
SHARON LOVECEOTPN
MICHAEL LOVEGROVEPresident & CCOTracyLocke
TINA MANIKASPresidentFCB/RED LIZ MAYERSenior Manager, Shopper Marketing J.M. Smucker Company LIZ METZSenior Director, Shopper EngagementKimberly-Clark JOHN MOUNTVP, Retail Channel Strategy & MarketingCoca-Cola Refreshments
ANDY MURRAYChief Customer OfficerAsda MIKE PALEYEVP, Shopper MarketingThe Marketing Arm KARUNA RAWALEVP, Business DirectorLeo Burnett/Arc ROB RIVENBURGHCEO, North AmericaThe Mars Agency BARRY ROBERTSDirector, Retail Shopper SolutionsColgate-Palmolive BILL SCHOBERManaging Director & Editorial DirectorPath to Purchase Institute
7 2016 EFFIE AWARDS / SHOPPER MARKETING
In partnership with: Proudly sponsored by:
Steve AbdoSVPCatapult
Mauriahh BeezleyAssociate Creative DirectorSaatchi & Saatchi X
Paige BerriganProfessional DevelopmentPath to Purchase Institute
Suzanna BierwirthSVP, Group Creative DirectorFCB Chicago
Kelly BoatrightDirector, Shopper MarketingThe Coca-Cola Company
Tom BoccuzziSVP, Account ManagementGeometry Global
Peter BreenManaging Director, Special ContentPath to Purchase Institute
Jeremy BrownDirector, Shopper MarketingAlcon
Shaun BrownSVP, CPG & Digital Shopper LeadMomentum Worldwide
Jackie BurksPrincipalPivot Point Marketing
Kristen BussVP, StrategyHunter Straker
Summer ButlerDirector, Shopper Marketing IntegrationThe Coca-Cola Company
Heather CampainDirector, Category Insights & Shopper MarketingJohnson & Johnson
April CarlisleSVP, Global Shopper MarketingArc Worldwide
Jackie CliftonDirector, PepsiCo Shopper Marketing, Walmart Customer TeamPepsiCo
Timothy CoryAssociate Creative DirectorSapientNitro
Aimee CoulterSenior Account DirectorMortenson Safar Kim Liz CrawfordSVP, Strategy & InsightsMatch Marketing Group
Dino de LeonSVP, Head of CreativeShoptology
Leslie DonovanEVP, Shopper MarketingIN Marketing Services
Jillian DuggerSenior Manager, Shopper MarketingGlaxoSmithKline
Chris EmerySVP, Group Account DirectorArc Worldwide
Lisa FasanaVP, Account ManagementMarketing Werks
Ken FeatherstonEVP, Planning & StrategyGeometry Global
Rita FinleyDirector, Category & Shopper InsightsWorld Kitchen LLC
James FraserGeneral ManagerHunter Straker
Gary FriedlanderPartnerCollaborative Marketing Group Inc.
Matthew GidleyManaging Director, ChicagoMomentum Worldwide
Ally GillVP, Shopper MarketingTPN
Justine GreenwaldExecutive Creative DirectorGeometry Global
Patrick HareDirector, Member DevelopmentPath to Purchase Institute
Elizabeth HarrisEVP, Strategy DirectorArc Worldwide
Tekisha HarveyDirector, Shopper MarketingConAgra Foods
Sue HayesDirector, Shopper & Customer EngagementBayer Consumer Healthcare Jessica HendrixPresidentSaatchi & Saatchi X
Terese HerbigManaging Director, Member DevelopmentPath to Purchase Institute
Hayes HereauDirector, Strategic PlanningThe Mars Agency
Peter HoytExecutive Director & CEOPath to Purchase Institute
Christine JacobsonSenior Shopper StrategistGrey
Sherry KerriganShopper Marketing Manager, Target/Strategic GroceryRB
Matt KnustVP, Shopper MarketingMaxPoint
Nick KraskaDirector, Digital ProductsFCB/RED
Joe LagattutaExecutive Creative DirectorLunchbox
Leslie LeeDirector, Shopper Marketing Corporate PlatformsConAgra Foods
Michael LewisDirector, Shopper ForesightsPepsiCo
Patrycja MalinowskaAssociate Director of ContentPath to Purchase Institute
Steve McGowanDirector, Shopper MarketingMondelez International
Kelly McKeever JonesSenior Director, Shopper MarketingConAgra Foods
ROUND ONE JURY
8 2016 EFFIE AWARDS / SHOPPER MARKETING
In partnership with: Proudly sponsored by:
Joy MeadAssociate Director, Grocery ChannelProcter & Gamble
Holly MeloySVP, Managing DirectorMarketing Werks
Shawn MillerickHead of Marketing, U.S. OTCAlcon
Tim MooreSVP, Group Creative DirectorRyan Partnership
Pam MorrisroeManaging DirectorGeometry Global
Laura MoserSVP, Shopper Marketing Practice Lead, North AmericaMomentum Worldwide
Brendan NashSVP, Creative DirectorArc Worldwide
Jennifer OlligesVP, Director, Consumer Shopper IntegrationMomentum Worldwide
Christy O’PellaSVP, Senior MD, Client DevelopmentTPN
Mike PaleyEVP, Shopper MarketingThe Marketing Arm
Brad PanareseMarketing ManagerSaputo
Holly PavlikaSVP, Marketing & ContentCollective Bias
Garrett PlepelPresidentCollaborative Marketing Group Inc.
Cheryl PolicastroDirector, Shopper MarketingRB
Julie QuickHead of Insights & StrategyShoptology
Bryant RossSVPGeometry Global Julie RothweilerVP, Account DirectorArc Worldwide
Neal RyanDirector, Shopper MarketingAlbertsons
Shelly SawyerVP, MulticulturalGeometry Global
Katie SchiavoneDirector, Strategic Initiatives, PepsiCo North America Nutrition SalesPepsiCo
Heidi SchoeneckExecutive Creative DirectorGeometry Global
Jeff SkolnikEVP, General ManagerBlue Chip Marketing Worldwide
Amie StanleyCo-PrincipalPivot Point Marketing
Heather StormsDirector, Shopper MarketingPfizer Consumer Healthcare
Dana StottsSVP, Group Management DirectorFCB/RED
Pat TaflingerVP, MediaBlue Chip Marketing Worldwide
Van TaylorDirector, Cross Brand/Portfolio Marketing & Shopper MarketingThe Scotts Miracle Gro Company
Leigh TempleAccount DirectorGrey
Matthew TilleySenior Director, Shopper Marketing & Enterprise MarketingMaxPoint
Michael TilleyAssociate Director, Shopper Marketing & Strategic PartnershipsMondelez International
Leslee UrhahnSVP, Shopper MarketingIN Marketing Services Peter VientoExecutive Creative Director, Shopper MarketingGrey
Edward WallonExecutive Director, Commercial StrategyColangelo
Allison WelkerEVP, Client ServicesIN Marketing Services / Edge Marketing Services
Phil WhiteSVP, Strategic PlanningGeometry Global
Kim YansenDirector, Field Shopper MarketingMondelez International
ROUND ONE JURY