Winner Status: Gold

Client/Brand: Unilever

Agency: Arc Worldwide

Headline:
Unilever reimagined the deodorant shopping experience at Kroger, delivering a 24% penetration lift and 20% sales lift YOY against benchmarks of 5% for each metric.

Campaign Summary:
Unilever partnered with Kroger to reignite sales of deodorant as the pandemic eased. Targeting new users – tweens using deodorant for the first time – Unilever created Scents of Confidence; a platform which reimagined the shopping experience, helping parents explore deodorant by their tweens personalities and passions instead of gender.

Team Credits:
Jayme Jansky, Head of Omni- Channel Shopper Marketing - Unilever

Cathy Lauro, Senior dComm & Performance Lead, Beauty & Wellbeing - Unilever

Matt Gilkerson, Shopper Marketing Manager - Unilever

Hayley Pizzato, Shopper Marketing - Category Lead: Deodorants, Skin Cleansing, Mens Grooming - Unilever

Mayra Azcona, Director, Omni Shopper Marketing - Unilever

Allie Schenian, Performance Marketing Lead - Unilever

Marcus Headlam, Associate Shopper Marketing Manager - Unilever

Jacqueline McCabe, Creative Director - Arc Worldwide

Kristen Liguori, Associate Creative Director - Arc Worldwide

Ashleigh Schultz, Account Director - Arc Worldwide

Tony Buitrago, Junior Copywriter - Arc Worldwide

Rachel Dunker, Executive Producer - Arc Worldwide

Jeff Gabzuda, Strategy Director - Arc Worldwide

Bethany DeMott, Senior Account Executive - Arc Worldwide

Fallon Pfeiffer, Senior Producer - Arc Worldwide

Loren Parker, Junior Copywriter - Arc Worldwide

Additional Contributors:
Mindshare

Epsilon

Kroger Precision Marketing

BASH Events