Joint Walmart Promotion
Increase Walmart Sally Hansen retail sales volume in the “high tonnage” nail care summer season by partnering with a non-competitive brand in the health & beauty care category.
Coordinate a joint Walmart promotion between Coty and Energizer that would feature two high profile brands, Sally Hansen nail care and Hawaiian Tropic sun care. Drive consumers to retail by offering an incentive to purchase both brands in “action alley” displays. The campaign involved a national FSI with a Walmart co-op ad on two distinct dates to extend the life of the promotion. Additional support was realized by targeted digital advertising and social media support. The agency seamlessly managed this highly successful promotion through a maze of strategic, executional, & logistical challenges. This included multiple companies, vendors, brand objectives, timing coordination, sales presentations, and cost allocations.
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