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

RAN IN: United States

CLIENT
HENKEL

Stephen Koven - Director, Mktg., Laundry Care Additives
Pete Louree - Director, Shopper Mktg., Walmart

AGENCY
Zooka Creative *Lead Agency

Steve Decker - President
Bonnie Johnston - VP
Crystal Villegas - Graphic Designer
Chase Campbell - Sr. Digital Designer


Energy BBDO

Stacie Boney - EVP, Client Service Director


SUMMARY

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. From home to store to shelf, our campaign reached consumers along their entire path to purchase. The initiative disrupted auto-pilot shopping and generated new consumption dollars, which drove category growth for Walmart and sales for Purex.

CASE STUDY

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CASE VIDEO


Hero Medium: Other

Medium Featured On Video: Interactive, Print, Direct, Retail Experience, Shopper Involvement, Pricing

Audience: New Audience, Women, Brand Influencers, Young Women (20-35), Families, Mothers, People that use softeners or dryer sheets.

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English