Pfizer Consumer Healthcare

Heather Storms, Pfizer Consumer Health Care, Director, Shopper Marketing
Catherine Spencer, Pfizer Consumer Health Care, Senior Shopper Marketing

TracyLocke *Lead Agency

Michelle Shia, Group Creative Director
Kate Pikul, Group Account Director
Jon Thomas, Strategy Director
Emily Moore, Senior Art Director
Saara Carissimi, Art Director

When it comes to Dollar General, every single dollar counts. With extremely tight budgets, every purchase is at the expense of another and our shopper is being forced to make painful decisions about what they buy. Our program reinforced the superiority of Advil and highlighted value for our shopper, because when other pain relief doesn't work, our shoppers can’t work and provide for their family. The program resulted in incremental display, increased brand engagement, and a massive jump in sales. It truly was a pain-free experience for everyone involved.