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Unilever Kroger Scents of Confidence
Category
Age-Targeted Marketing
Description
Winner Status: Bronze
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
Additional Contributors:
Mindshare
Epsilon
Kroger Precision Marketing
BASH Events
Winner Status
- Bronze