Back to All Events

Shopper Marketing Committee Meeting at the ANA

  • ANA 708 Third Ave Floor 33 New York, NY 10017 USA (map)

Theme: Executing Brand-led Programs Through Shopper Marketing
I. Session 1: Brand Driven Shopper Programs – How V8 Leveraged Retailer Programs to Drive Trial (10:00AM – 10:50AM)
V8® Vegetable Juice is an established brand with high brand awareness.  In 2015 a new extension, V8®  Blends was launched to reach a wider audience with a variety of fruit and vegetable blends.  As the brand moved into year 2 & 3, it was critical to continue to drive trial and household penetration.  But marketing budgets dictated that spend levels would not be at year 1 levels.  To reach the business objectives, it was critical to leverage in-store activation with sales and retailer engagement to deliver an integrated plan.

II. Session 2: (11:10AM – 12:00PM)

Andrea Bouwman, Shopper Marketing Director, Prestige Brands, Inc.

III. Session 3: Taking Brand-Led Programs to the Next Level through Shopper Marketing
(1:15PM – 2:00PM)

Sue Barkalow will detail the journey that Mars Chocolate Shopper Marketers embarked on in 2016 in launching the successful brand-led program, celebrating M&M’s 75th Anniversary.  Sue will demonstrate how the program was brought to life across multiple retailers in unique ways.  She will also take you through the process, the challenges and learnings garnered as her team brought M&M’s 75th Anniversary to life.