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2016Awarding Ideas That WorkSHOPPER MARKETING / FINALISTS & WINNERSIn partnership with: Effie is a registered trademark / service mark of Effie Worldwide, Inc.Proudly sponsored by:
WINNERSThe North American Shopper Marketing Effie Awards honor the most effective shopper marketing efforts of the year. An annualprogram, the competition attracts case studies from the most effective shopper marketing efforts from manufacturers and retailersin the United States and Canada.After two rounds of rigorous judging, those selected as winners represent cases that best demonstrated how they effectivelysolved a shopper marketing challenge, connected with their shoppers, influenced them along the path to purchase, and inspiredthem to become a buyer.Award levels – gold, silver and bronze – will be announced and presented at the Path to Purchase Institute’sShopper Marketing Summit Awards Celebration on March 16, 2016.Congratulations to this year’s winners.* Indicates lead agencyAWARENESS/TRIALCATEGORY/AISLE REINVENTIONCottonellePampers UnderJamsOlayGo CommandoUnderjams at Walmart OvercomesBedwettingOlay Shelf Reinvention at WalmartKimberly-Clark Corp.Procter & GambleProcter & GambleGeometry Global*VMLKetchumMindshareTrisectSaatchi & Saatchi X*Saatchi & Saatchi X*MULTI-BRAND/MANUFACTURER SHOPPER SOLUTIONMULTI-RETAILER PROGRAMMultiple including Hellmann’s,Green Giant, Campbell’sand Hunt’sWalmartOREOPublix The Best Meals Happen At HomeChosen by KidsPlay with OREOUnileverWalmartMondelez InternationalTeam Unilever Shopper*LunchboxWeber ShandwickStarcom MediaVest Group*Shopper EventsThe Martin AgencyOneKreateQuick TestGeometry Global*HelloWorld, Inc.Triad Retail MediaMOjO Marketing, Inc.NEW PRODUCT/SERVICE INTRODUCTIONSEASONAL/EVENTDove, Dove Men Care,Degree, AxeFLONASE Allergy ReliefMilk-Bone, Pup-Peroni,Milo’s KitchenUnilever Dry SprayAntiperspirant LaunchFLONASE Allergy ReliefOver-the-Counter LaunchBig Heart Pet BrandsSeasonal Platform ActivationChosen by KidsUnileverGlaxoSmithKlineBig Heart Pet BrandsWalmartTeam Unilever Shopper*LunchboxEpsilon*Geometry GlobalBrand UnionFCB/RED*Starcom MediaVest Group*Shopper EventsThe Martin AgencyOneKreateQuick TestWalmartIn partnership with:2 2016 EFFIE AWARDS / SHOPPER MARKETINGProudly sponsored by:
SEASONAL/EVENTSINGLE-RETAILER PROGRAM DRUGSTORESSHOPPER EXPERIENCESOUR PATCH KIDS &SLURPEEWalmartDove, Vaseline, SimpleFight Hunger. Spark Change.CVS Love Your SkinSOUR PATCH WatermelonSLURPEE CampaignCVS Love Your SkinWalmartUnileverMondelez International7-Eleven, Inc.UnileverSaatchi & Saatchi*The Mars AgencyBrand NetworksStarcom MediaVest GroupTiny HorseTeam Unilever Shopper*Shopper2BuyerLunchboxBarrowsPhoenix Creative Co.*T3KetchumTPNCamelot Strategic Marketing& MediaTeam Unilever R PROGRAM DRUGSTORESDove, Vaseline, SimpleSINGLE-RETAILER PROGRAM - MASS MERCHANTSProcter & GambleAlconAmopé Pedi Perfect DependWalgreens Healthy HomeSolutionsAlcon’s Howardand the Amazing Eye Exam“Love Your Feet”: Amopé PediPerfect launch at TargetReal Women of Depend Procter & GambleAlconRBLeo Burnett/Arc*Leo Burnett/Arc*Starcom MediaVest GroupIN Marketing Services*SINGLE-RETAILER PROGRAM MASS MERCHANTSNestlé Frozen Scale: DiGiorno, Tombstone,Stouffer’s, Hot Pockets, Nestlé Ice CreamFight Hunger. Spark Change.Dollar General Frozen Merchandising CampaignSaatchi & Saatchi*The Mars AgencyBrand NetworksStarcom MediaVest GroupTiny HorseGeometry Global*Organic, Inc.Marina MaherCommunications LLCMindshareSINGLE-RETAILER PROGRAM - OTHERWalmartWalmartKimberly-Clark Corp.Nestlé USAGeometry Global*In partnership with:3 2016 EFFIE AWARDS / SHOPPER MARKETINGProudly sponsored by:
FINALISTSEffie Awards finalists are selected based on scores after a rigorous first round of judging. Making the shortlist of finalists is asignificant achievement. Finalist status indicates that a case is among the most effective examples of integrated efforts that werespecifically 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 rankingof marketing communications effectiveness for agencies, advertisers, and brands. Annual rankings in North America areannounced in June.Congratulations to this year’s finalists.* Indicates lead agencyAWARENESS & TRIALLOYALTYAlwaysLean CuisineCox Communications#LIKEAGIRL Super Bowl ActivationLean Cuisine Feed Her Food MoodSurprising customers witha personalized experienceProcter & GambleNestlé USACox CommunicationsLeo Burnett/Arc*Geometry Global*FCB Chicago*SundaySkyBullsEye Marketing Systems, LLCRR DonnelleyLOYALTYOREOOREOAlbertsons “Stop & Play with OREO”Play with OREOMondelez InternationalMondelez InternationalMULTI-RETAILER PROGRAMDove, Dove Men Care, Degree,AxeUnilever Dry SprayAntiperspirant LaunchUnileverGeometry Global*HelloWorld, Inc.Geometry Global*HelloWorld, Inc.Triad Retail MediaMOjO Marketing, Inc.Team Unilever Shopper*LunchboxNEW PRODUCT/SERVICE cter & GambleCOVERGIRL Full Lash BloomWalmart Pickupand DeliveryAlcon’s Howard andthe Amazing Eye ExamYour Year #StartsHere:Walgreens and People’sChoice Awards PartnershipProcter & GambleWalmartAlconProcter & GambleGrey New York*The Mars Agency*Miller ZellLeo Burnett/Arc*Starcom MediaVest GroupLeo Burnett/Arc*United Artists Media Group*Blue Chip MarketingWorldwideIn partnership with:4 2016 EFFIE AWARDS / SHOPPER MARKETINGProudly sponsored by:
SEASONAL/EVENTSHOPPER EXPERIENCESabraScottsChobani‘Four Course 4th’My Lawn. Your Yard’s New Best Friend.Chobani “Create. Mix. Enjoy.”Sabra Dipping Co.The Scotts Miracle-Gro CompanyChobani, LLCColangelo*Fiksu*RevolocityPhoton InfotechThe Mars Agency*Delicious ContentsSINGLE-RETAILER PROGRAM - MASS MERCHANTSSINGLE-RETAILER PROGRAM OTHERSINGLE-RETAILER PROGRAM SUPERMARKETSSnack PackWalmartProcter & GambleStrategic Milk AllianceWalmart Snack Pack Mix-InsFood FightersP&G and Dollar GeneralThe Fast Way to SaveMilk Coloring ContestConAgra FoodsWalmartProcter & GambleStrategic Milk AllianceCatapult Marketing*Collective BiasElectus*Starcom MediaVest GroupTiny HorseThe Martin AgencyThe Integer Group*Retail Now LLCTracyLocke Canada*In partnership with:5 2016 EFFIE AWARDS / SHOPPER MARKETINGProudly sponsored by:
FINAL ROUND JURYKEITH ALBRIGHTSHARON LOVEGlobal Shopper LeaderCEO3MTPNCHARLIE ANDERSONMICHAEL LOVEGROVECEOPresident & CCOShoptologyTracyLockeWENDY JEAN BENNETTTINA MANIKASDirector, Channel & Customer MarketingPresidentTyson FoodsFCB/REDTOM DOLANLIZ MAYERSVP, Enterprise SolutionsSenior Manager, Shopper MarketingMaxPointJ.M. Smucker CompanyPATRICK FITZMAURICELIZ METZManaging Director,Senior Director, Shopper EngagementProfessional DevelopmentKimberly-ClarkPath to Purchase InstituteJOHN MOUNTCHAD GRENIERVP, Retail Channel Strategy & MarketingEVP, Retail Marketing ServicesCoca-Cola RefreshmentsHunter StrakerANDY MURRAYJACQUES HAGOPIANChief Customer OfficerBrand DirectorAsdaProcter & GambleMIKE PALEYAMY HAHNEVP, Shopper MarketingSVP, MarketingThe Marketing ArmAhold USAKARUNA RAWALCARL HARTMANEVP, Business DirectorCEO, North AmericaLeo Burnett/ArcGeometry GlobalROB RIVENBURGHJESSICA HENDRIXCEO, North AmericaPresident, USAThe Mars AgencySaatchi & Saatchi XBARRY ROBERTSPETER HOYTDirector, Retail Shopper SolutionsExecutive Director & CEOColgate-PalmolivePath to Purchase InstituteBILL SCHOBERJOE LAMPERTIUSManaging Director & Editorial DirectorCEO, Global Shopper MarketingPath to Purchase InstituteGreyIn partnership with:6 2016 EFFIE AWARDS / SHOPPER MARKETINGProudly sponsored by:
ROUND ONE JURYSteve AbdoSVPCatapultAimee CoulterSenior Account DirectorMortenson Safar KimSue HayesDirector, Shopper & Customer EngagementBayer Consumer HealthcareMauriahh BeezleyAssociate Creative DirectorSaatchi & Saatchi XLiz CrawfordSVP, Strategy & InsightsMatch Marketing GroupJessica HendrixPresidentSaatchi & Saatchi XPaige BerriganProfessional DevelopmentPath to Purchase InstituteDino de LeonSVP, Head of CreativeShoptologyTerese HerbigManaging Director, Member DevelopmentPath to Purchase InstituteSuzanna BierwirthSVP, Group Creative DirectorFCB ChicagoLeslie DonovanEVP, Shopper MarketingIN Marketing ServicesHayes HereauDirector, Strategic PlanningThe Mars AgencyKelly BoatrightDirector, Shopper MarketingThe Coca-Cola CompanyJillian DuggerSenior Manager, Shopper MarketingGlaxoSmithKlinePeter HoytExecutive Director & CEOPath to Purchase InstituteTom BoccuzziSVP, Account ManagementGeometry GlobalChris EmerySVP, Group Account DirectorArc WorldwideChristine JacobsonSenior Shopper StrategistGreyPeter BreenManaging Director, Special ContentPath to Purchase InstituteLisa FasanaVP, Account ManagementMarketing WerksJeremy BrownDirector, Shopper MarketingAlconKen FeatherstonEVP, Planning & StrategyGeometry GlobalSherry KerriganShopper Marketing Manager,Target/Strategic GroceryRBShaun BrownSVP, CPG & Digital Shopper LeadMomentum WorldwideRita FinleyDirector, Category & Shopper InsightsWorld Kitchen LLCJackie BurksPrincipalPivot Point MarketingJames FraserGeneral ManagerHunter StrakerKristen BussVP, StrategyHunter StrakerGary FriedlanderPartnerCollaborative Marketing Group Inc.Summer ButlerDirector, Shopper Marketing IntegrationThe Coca-Cola CompanyMatthew GidleyManaging Director, ChicagoMomentum WorldwideHeather CampainDirector, Category Insights& Shopper MarketingJohnson & JohnsonAlly GillVP, Shopper MarketingTPNApril CarlisleSVP, Global Shopper MarketingArc WorldwideJackie CliftonDirector, PepsiCo Shopper Marketing,Walmart Customer TeamPepsiCoTimothy CoryAssociate Creative DirectorSapientNitroJustine GreenwaldExecutive Creative DirectorGeometry GlobalPatrick HareDirector, Member DevelopmentPath to Purchase InstituteElizabeth HarrisEVP, Strategy DirectorArc WorldwideTekisha HarveyDirector, Shopper MarketingConAgra Foods7 2016 EFFIE AWARDS / SHOPPER MARKETINGMatt KnustVP, Shopper MarketingMaxPointNick KraskaDirector, Digital ProductsFCB/REDJoe LagattutaExecutive Creative DirectorLunchboxLeslie LeeDirector, Shopper Marketing CorporatePlatformsConAgra FoodsMichael LewisDirector, Shopper ForesightsPepsiCoPatrycja MalinowskaAssociate Director of ContentPath to Purchase InstituteSteve McGowanDirector, Shopper MarketingMondelez InternationalKelly McKeever JonesSenior Director, Shopper MarketingConAgra FoodsIn partnership with:Proudly sponsored by:
ROUND ONE JURYJoy MeadAssociate Director, Grocery ChannelProcter & GambleNeal RyanDirector, Shopper MarketingAlbertsonsEdward WallonExecutive Director, Commercial StrategyColangeloHolly MeloySVP, Managing DirectorMarketing WerksShelly SawyerVP, MulticulturalGeometry GlobalShawn MillerickHead of Marketing, U.S. OTCAlconKatie SchiavoneDirector, Strategic Initiatives,PepsiCo North America Nutrition SalesPepsiCoAllison WelkerEVP, Client ServicesIN Marketing Services / Edge MarketingServicesTim MooreSVP, Group Creative DirectorRyan PartnershipPam MorrisroeManaging DirectorGeometry GlobalLaura MoserSVP, Shopper Marketing Practice Lead,North AmericaMomentum WorldwidePhil WhiteSVP, Strategic PlanningGeometry GlobalHeidi SchoeneckExecutive Creative DirectorGeometry GlobalKim YansenDirector, Field Shopper MarketingMondelez InternationalJeff SkolnikEVP, General ManagerBlue Chip Marketing WorldwideAmie StanleyCo-PrincipalPivot Point MarketingBrendan NashSVP, Creative DirectorArc WorldwideHeather StormsDirector, Shopper MarketingPfizer Consumer HealthcareJennifer OlligesVP, Director, Consumer Shopper IntegrationMomentum WorldwideDana StottsSVP, Group Management DirectorFCB/REDChristy O’PellaSVP, Senior MD, Client DevelopmentTPNPat TaflingerVP, MediaBlue Chip Marketing WorldwideMike PaleyEVP, Shopper MarketingThe Marketing ArmVan TaylorDirector, Cross Brand/Portfolio Marketing& Shopper MarketingThe Scotts Miracle Gro CompanyBrad PanareseMarketing ManagerSaputoHolly PavlikaSVP, Marketing & ContentCollective BiasGarrett PlepelPresidentCollaborative Marketing Group Inc.Cheryl PolicastroDirector, Shopper MarketingRBJulie QuickHead of Insights & StrategyShoptologyBryant RossSVPGeometry GlobalLeigh TempleAccount DirectorGreyMatthew TilleySenior Director, Shopper Marketing& Enterprise MarketingMaxPointMichael TilleyAssociate Director, Shopper Marketing& Strategic PartnershipsMondelez InternationalLeslee UrhahnSVP, Shopper MarketingIN Marketing ServicesPeter VientoExecutive Creative Director,Shopper MarketingGreyJulie RothweilerVP, Account DirectorArc Worldwide8 2016 EFFIE AWARDS / SHOPPER MARKETINGIn partnership with:Proudly sponsored by:
Shopper Marketing Summit Awards Celebration on March 16, 2016. . of marketing communications effectiveness for agencies, advertisers, and brands. Annual rankings in North America are . FCB Chicago Kelly Boatright Director, Shopper Marketing The Coca-Cola Company Tom Boccuzzi SVP, Account Management Geometry Global
