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News and Marketing Insights

News and Marketing Insights

New Product Line Launch Strategy

clorox-greenworks-case-studyClorox was looking to enter the natural & organic market. They created a new brand of cleaners called GreenWorks to launch in the grocery channel, specifically Publix, and needed a retailer promotion to drive testers into the market. We partnered with Publix to role out an end-cap promotion for the shopper to get a sample and redeem an on-line coupon for purchase of full size.

From the shopper successes within the Publix channel, the campaign was recognized nationally and rolled into Dollar General and Meyers. The messaging for the campaign was also pushed to the top-level national brand marketing, “Give your home a flu shot.”

This was a partner program, from our lead on the strategy to Acosta for the shopper marketing national promotion, then launching into Brand Marketing with JWT, Publix’s global brand agency.