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SILVER CHANGING BEHAVIOUR • BRONZE PARTNERING
Unilever & Shoppers offer beautiful hair
To become a leading hair care destination,
Shoppers Drug Mart partnered with Unilever
to target a female audience of “solution
seekers,” who are highly motivated to try
something new if they believe it will help
solve a hair care problem.
The four-week “30 Ways to Beautiful
Hair” program, created in partnership with
Ariad Communications, was designed
to help female shoppers quickly identify,
select and purchase the products required
to achieve a desired look.
Consumers were greeted with endaisle
displays in stores, and do-it-yourself
styling cards were merchandised next to
corresponding Unilever products that could
be used to achieve one of the 30 different
styles. In print, four perforated DIY styling
cards were included as a special insert
in Glow magazine, and the program was
also featured in the Shoppers flyer. Cityline
featured the program in its “Fashion Fridays”
segment, and the partnership also included
in-store demonstrations leveraging Nexxus
celebrity stylist Tony Masciangelo at a hightraffic
Shoppers location.
The Shoppers and Pharmaprix websites
hosted “30 Ways to Beautiful Hair” online
styling hubs with interactive styling
information, and users were able to filter
looks by hair type (such as Curly & Waves,
Smooth & De-frizzed, Volume, Short
and Everyday). The program also utilized
Shoppers’ Optimum loyalty program,
offering bonus points for purchasing three
of the recommended Unilever products.
The hair care category experienced
9% growth during the four-week period,
and another 10% growth in the styling
category (reversing the 52-week decline
of -1%). The program also garnered more
than 2.5 million impressions, with the
Shoppers website having received more
than 800,000 page views.
Credits: Client Unilever; Agency Ariad Communications; VP marketing Sharon MacLeod; Team lead shopper marketing Bill Carlson; Shopper marketing manager Tracy
Smith; Senior AD Sofia Costa; CD Rob Ciancamerla
BRONZE CHANGING BEHAVIOUR
PepsiCo celebrates the ‘Power of One’
PepsiCo, with
its extensive
portfolio of
brands, has long
promoted its
soft drinks and
snacks under
the banner of
“Power of One”
(with marketing
that combines
its top food
and beverage
products).
However, the
promotions are
usually sporadic and at store-level, with
no consistent creative or visual identity to
tie the programs together. Capital C was
tasked with linking the company’s products,
such as Pepsi and Lay’s or Mountain Dew
and Doritos, to develop a “Made in Canada”
brand solution that would be brought to life
across U.S. markets.
To capture the feeling of celebration,
PepsiCo used the symbol of streamers to
illustrate that its products can be a part of
consumers’ moments of celebration.
The company leveraged its sponsorship of
the NFL for the soft launch. For example, in
Indianapolis, the company executed a huge
OOH takeover of the city for Super Bowl
XLVI. And during the summer, the first-ever
national awareness campaign for PepsiCo
“Power of One” products rolled out, with
the company executing an OOH component
in major U.S. markets such as New York,
Dallas, LA, Chicago and Baltimore.
Capital C developed creative that
showed everyday occasions relevant to
families across America, with examples of
two PepsiCo products emitting streamers
and the tagline “Soak up summer.” The
OOH campaign also included a domination
of transportation hubs in the NYC area such
as Grand Central Station and Penn Station.
Credits: Client PepsiCo; Agency Capital C; CCO Bennett Klein; CD Milan Sukunda; Senior ADs Steve Gauder, Donovan Bond; AD Barb Vrhovsek
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