The Clorox Company

Bailey Doyle, Group Manager, National Shopper Marketing
Chris Neel, Group Manager, Media
Matthew Karson, Group Manager, Media - Shopper
Lauren Kahn, Associate Marketing Director, Kingsford Charcoal
David Kargas, Associate Director, Public Relations
Sandra Kim, Associate Marketing Manager, Kingsford
Joy Lee, Associate Marketing Manager, Global Insights

TPN *Lead Agency

Amy Kupec, Account Director
Stephanie Lipsey, Senior Creative Director

AKQA Holdings, Inc *Lead Agency

Helen Lin, Associate Media Director

Triad Retail Media

Snipp Interactive, Inc

Kingsford Charcoal faced a burning challenge as more Americans chose to grill with gas vs. charcoal. Since one charcoal grill sale = three bags of charcoal purchased annually, we literally took a step back in the path to purchase to fuel future sales. We created a sizzling hot offer on someone elses product instead of our own: get free Kingsford Charcoal with any charcoal grill purchase. Fired up by paid search, banner ads and compelling content, the program exceeded expectations with 2.7x the grill purchases and 2x the charcoal redemptions.