Walmart and Unilever picked up four Shopper Marketing Effies each at the sixth annual Shopper Marketing Effie Awards, held in New York earlier this month, while Procter & Gamble took home three gongs.
Unilever won the most Gold Shopper Marketing Effie Awards (two), picking up gold in both the Shopper Experience and the Single-Retailer Program – Drugstores categories for its CVS Love Your Skin campaign. The promotion, masterminded by Unilever, Shopper2Buyer, Lunchbox and Barrows, focused on skin health, leveraging each brand’s area of skin expertise and growing CVS’ share of the skin category to 5.7 percent.
Reckitt Benckiser picked up a Gold in the Single-Retailer Program – Mass Merchants for its Amopé Pedi Perfect ‘Love Your Feet’ launch at Target, which pushed sales of foot care up 600 percent over KPI for the first 10 weeks of the campaign.
Procter & Gamble and Saatchi & Saatchi X’s Olay Shelf Reinvention at Walmart, which sought to ignite the Olay business at the retailer by simplifying the shopping experience, picked up a Bronze Shopper Marketing Effie in the Aisle Reinvention Category.
“Given the highly organized and intense rigor by which all entries are judged, the Effie Awards program is one of the most prestigious in the world,” said Peter Hoyt, CEO and Executive Director, Path to Purchase Institute. “This years’ winners are astounding examples of effective shopper marketing and we are proud to play a role in identifying and recognizing the teams behind the work.”