® Effie is a registered trademark / service mark of Effie Worldwide, Inc.

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Awarding Ideas That Work

SHOPPER MARKETING / FINALISTS & WINNERS

Proudly sponsored by:

2 2015 EFFIE AWARDS / SHOPPER MARKETING

In partnership with: Proudly sponsored by:

The North American Shopper Marketing Effie Awards honor the most effective shopper marketing efforts of the year. An annual program, the competition attracts case studies from the most effective shopper marketing efforts from manufacturers and retailers in the United States and Canada.

After two rounds of rigorous judging, those selected as winners represent cases that best demonstrated how they effectively solved a shopper marketing challenge, connected with their shoppers, influenced them along the path to purchase, and inspired them to become a buyer.

Award levels – gold, silver and bronze – will be announced and presented at the Path to Purchase Institute’s Shopper Marketing Summit Awards Celebration on March 17, 2015.

Congratulations to this year’s winners.

AWARENESS/TRIAL LOYALTY

Gain VIVA VANTAGE IHG® Rewards Club

Gain Flings Launch

Procter & Gamble

Break Up with Bounty

Kimberly-Clark

The Big Win

InterContinental Hotels Group

The Integer Group* Geometry Global* Tris3ct*VMLMindshareKetchum

Ogilvy & Mather*

WINNERS

* Indicates lead agency.

MULTI-BRAND SHOPPER SOLUTION MULTI-RETAILER ROLLOUT

Kraft Canada Walmart, COVERGIRL, and Pantene

Procter & Gamble Beauty Brand Category

Kraft Food Hacks

Kraft Canada

”My Black is Beautiful” Ambassador Search

Procter & Gamble

Walmart

P&G Best of Beauty 2014

Procter & Gamble

ShopperDDB* Saatchi & Saatchi X* The Integer Group* Citizen RelationsStarcom MediaVest Group

NEW PRODUCT/SERVICE INTRODUCTION SEASONAL/EVENT

Milk-Bone Brushing Chews Pampers Swaddlers Jack’s®

Milk-Bone Brushing Chews Shopper Marketing Launch Campaign Big Heart Pet Brands

Swaddlers for the life of your Baby

Procter & Gamble

Walmart

The Official Pizza of the Grill

Nestlé USA

FCB Red* Saatchi & Saatchi X* Geometry Global* Ogilvy Public Relations (Social @ Ogilvy)Weber Shandwick

3 2015 EFFIE AWARDS / SHOPPER MARKETING

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AWARENESS/TRIAL NEW PRODUCT/SERVICE INTRODUCTION

Kingsford Naked Juice Gillette

Kingsford Lights Up Grill Sales

The Clorox Company

Naked Juice: Drink Good, Do Good

Naked Emerging Brands

Gillette Fusion ProGlide with Flexball Technology

Procter & Gamble

TPN* AKQA Holdings, Inc.*Triad Retail MediaSnipp Interactive, Inc.

The Integer Group* Fleishman HillardBlitzOMD

The Integer Group* Grey New YorkRockTenn Merchandising DisplaysMechtronics

SEASONAL/EVENT SINGLE RETAILER ROLLOUT

Alcon Ace Hardware Huggies® OREO

Get an A+ in Eye Care

Alcon

Helpful is Beautiful

Ace Hardware

Baby Room by Design at Walmart

Kimberly-Clark

Discover What’s Inside - Share the Wonder

Mondelez International

Leo Burnett/Arc Worldwide* FCB Chicago* Spark Media

Geometry Global* Mediative

Geometry Global* The Martin AgencyHello Worldwide, Inc.Rockfish Digital

FINALISTSEffie Award finalists are selected based on scores after the rigorous first round of judging. Making the shortlist of finalists is a significant achievement. Finalist status indicates that a case is among the most effective examples of integrated efforts that were specifically designed to engage the shopper and guide his or her purchase process towards a desired end result.

Additionally, all finalists and winners will receive points toward the Effie Effectiveness Index – the annual worldwide ranking of marketing communications effectiveness for agencies, advertisers, and brands. Annual rankings are announced in June.

Congratulations to this year’s finalists.

* Indicates lead agency.

SINGLE-RETAILER ROLLOUT

Coca-Cola COVERGIRLTide, Bounty, Crest, Oral B + Other P&G Brands

U by Kotex

Coca-Cola Share It Forward

Coca-Cola

Walmart

ROCK YOUR COVERGIRL

Procter & Gamble

Walmart

Made with American Jobs

Procter & Gamble

Walmart

We Got U at Walmart

Kimberly-Clark

Shopper Events* Collective Bias*

Saatchi & Saatchi X* Saatchi & Saatchi X* Geometry Global*

4 2015 EFFIE AWARDS / SHOPPER MARKETING

In partnership with: Proudly sponsored by:

FINAL ROUND JURY

Andy Murray Senior Vice President, Creative Walmart

JURY CHAIR

PETER BREEN Managing Director, Content Path to Purchase Institute

TAMMY BRUMFIELD VP, Shopper Marketing ConAgra Foods

LIZ CRAWFORD VP, Strategy & Insights, Shoplab Match ShopLab

CARL HARTMAN CEO, North America Geometry Global

DINA HOWELL Chief Executive Officer Saatchi & Saatchi X

PETER HOYT Executive Director, CEO Path to Purchase Institute

JOE LAMPERTIUS CEO, Global Shopper Marketing Grey

JOHN MOUNT VP, Retail Channel Strategy & Marketing The Coca-Cola Company

BARRY ROBERTS Director, Retail Shopper Solutions Colgate-Palmolive

STEPHANIE ROBERTSON US Brand Operations - In Store, Scale & Shopper Marketing Procter & Gamble

5 2015 EFFIE AWARDS / SHOPPER MARKETING

In partnership with: Proudly sponsored by:

Kris AbrahamsonVP, Retail ConsultancyThe Mars Agency

Michael AshlingDirector, In-Store Mktg.Target

James BeckVP, Shopper Mktg.Coca-Cola

Kateri BenoitGlobal Director, E-Commerce/E-ShopperRed Fuse Communications

Jon BirdGlobal Managing DirectorLabstore

Peter BreenManaging Director, ContentPath to Purchase Institute

Kristen BussVP, StrategyHunter Straker

Jim CarltonEVP & Managing Creative DirectorArc Worldwide

Jeanne CashmanDirector, Shopper Mktg., Sam’s ClubKraft Foods

Mary CaspersonVP, Shopper Mktg.The Mars Agency

Matt ChampionRegional Director, Retail & Shopper Mktg.Coupons.com

Will ClarkeExecutive Creative DirectorThe Integer Group

Jackie CliftonDirector, Shopper Mktg.Pepsico

Liz CrawfordVP, Strategy & Insights, ShoplabMatch ShopLab

Howard DavidsonSVP, Retail PlatformsAcosta Mosaic Group

Tara DayShopper Mktg., PepsiCo BeveragesPepsiCo

Dino de LeonSVP, Head of CreativeShoptology

Brian DeLongSVP, Shopper ExperienceCatapult Marketing

Steve DeVoreSVP, Managing DirectorTWINOAKS

Craig ElstonEVP, Insight & StrategyThe Integer Group

Steve FrendaManaging Director, Strategy & DevelopmentPath to Purchase

Deb FriedlandManaging Director, Planning & PerspectivesTPN

Heidi FrosethEVP, National Retail LeaderCatapult Marketing

Jason GoldbergGVP, Commerce StrategyRazorfish

Christopher GrayVP, Shopper PsychologySaatchi & Saatchi X

Susan HayesDirector, Shopper Mktg. & InsightsBayer

Jessica HendrixSVP, Account LeadershipSaatchi & Saatchi X

Terese HerbigManaging Director, Member DevelopmentPath to Purchase Institute

Peter HoytExecutive Director, CEOPath to Purchase Institute

Kim HsiehVP, Strategy & DevelpomentIN Marketing Services

Cara KahalyDirector, Shopper Mktg. & Insights, Grocery/ AlternNovartis

Mark KendratDirector of Shopper Mktg.Kraft Foods

Lionel KnightSVP, Planning & ResearchUpshot

Rich LesperanceSr. Director, Loyalty & InsightsWalgreens

Tom LisiSr. Director, Shopper Mktg.ConAgra Foods

Mark LundquistManager, Digital StrategyKellogg Company

Carolyn MadiganManaging DirectorTPN

Jennifer MarchantVP, Customer Mktg.Time, Inc

Steve McGowanDirector of Shopper Mktg.Mondelez International

Jean McLarenPresidentMARC USA Chicago

Darcy McNairShopper Mktg. Creative DirectorRed Fuse Communications

Jared MeiselManaging PartnerTheory House

Holly MeloySVP, Client ServiceMarketing Werks

Tim MooreSVP, Group Creative DirectorEpsilon

Pam MorrisroeManaging Director - EastGeometry Global

Greg MuethVP, Acct. Planning & Shopper Mktg.Group360 Worldwide

Curt MunkSVP, Group Planning DirectorFCB/RED

Stacey NachtalerSenior Brand Manager, Shopper Mktg.PepsiCo

ROUND ONE JURY

6 2015 EFFIE AWARDS / SHOPPER MARKETING

In partnership with: Proudly sponsored by:

Julie NelsonSVP, ShopperTRIS3CT

Aaron NewhouseNational Shopper Mktg. ManagerACH Food

Lisa NoratVP, Client ServiceHMT Associates

Mike PaleySVP, Shopper Mktg. & ExperientialThe Marketing Arm

Holly PavlikaSVP, Brand StrategyCollective Bias

Cheryl PolicastroDirector, Shopper Mktg.Reckitt Benckiser

Julie QuickSVP, Head of Insights & StrategySHOPTOLOGY

Josh RateliffVP, Managing DirectorSaatchi & Saatchi X

Julie RothweilerVP, Account DirectorLeo Burnett/Arc Worldwide

Carolyn SakstrupSr. Director, Guest InsightsTarget

Shelly SawyerVP, Channel Director, Retail StrategistGREY

Heidi SchoeneckExecutive Creative DirectorGeometry Global

Art SebastianVP, Category Leadership & Shopper InsightsKraft Foods

Kevin ShelhamerManaging Director, ChicagoGeometry Global

Kimberly SisakShopper Mktg. Team LeaderKimberly-Clark

Jeff SkolnikEVP, GM RetailBlue Chip Marketing Worldwide

Shelbie StewartSr. Partner, SVP, Executive Group DirectorGeometry Global

Cynthia ThayerVP, Strategic PlanningTPN

Adrian VelazquezVP, Shopper StrategyMomentum Worldwide

Robert VigneauShopper Insights ManagerKimberly-Clark

Lynn VitelloVP, Mktg.MaxPoint

Kim YansenDirector - Field Shopper Mktg.Mondelez International

Seth YasskySr. Manager, Shopper Mktg.E. & J. Gallo Winery

Paul YooDirector, Shopper Mktg.LG Electronics

ROUND ONE JURY