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Axe, Dove Men+Care, Degree for Men, Degree for Women, Dove female.
Walgreens "Do Deo Better"

RAN IN: North America

CLIENT
Unilever

Mary Drapp, Shopper Marketing Manager

AGENCY
Team Unilever Shopper *Lead Agency

Lauren Elliott, VP, Director - Strategic Planning
Heidi Schoeneck, EVP, Executive Creative Director
Phil White, EVP, Head of Strategy
Soche Picard, EVP, Managing Director
Shari Rafferty, VP, Account Director
Jennifer Berry, Account Director
Jonathon Young, Vice President - Analytics
Tracy Mathison, Creative Director
Amy Stockwell, Director - Digital Strategy


Geometry Global *Lead Agency


SUMMARY

Unilever grew a typically low engagement deodorant category at Walgreens by turning confused deodorant users into re-engaged, educated shoppers elevating the benefits of Unilever products in the process.  We did this by creating a needs-based segmentation that resulted in a first-ever color-coded way-finding system, allowing shoppers to be prompted, guided, advised and inspired across the entire path to purchase.  Armed with information, inspired shoppers helped grow the category by 10.24%, outpacing growth in all other channels.

CASE VIDEO


Hero Medium: RETAIL EXPERIENCE

Audience: Men and Women Deodorant Buyers

Objectives: Grow Category At Walgreens

Type: Business to Consumer

Classification: National

Language: English