How Unilever Joined GQ to Put Axe and Dove Next to Target Menswear

Spending on shopper marketing has grown faster than anything but digital and social media for packaged-goods players the past decade. But traditional media companies rarely get a piece of the action, which usually involves temporary price reductions or other deals along with in-store advertising and the battle for precious end-cap display space.A new program from Unilever's men's personal-care brands at Target breaks from the usual shopper-marketing approach on several scores. It ties in with Conde Nast's GQ, (including placing magazines in the displays) and puts men's personal-care products in the men's clothing department. The program is meant to rely more on the element of surprise than price discounts. And unlike most CPG promotions, it has no set end date, said Matthew McCarthy, senior marketing director of antiperspirants and deodorants at Unilever, who's led the effort that also involves Unilever's skincare and haircare brands."Part of this is that we're learning with Target and GQ. And if it does well, you can rest assured that we're continuing this and will build on it," Mr. McCarthy said, noting that MindShare and Mindshare ESP are also involved. He's pleased that the program, started in July, is now in 1,800 Target stores (out of more than 1,900), with initial sales results looking positive, including the number of shopping carts that have Target apparel along with Axe, Dove, Vaseline, Suave or Clear products. Continue reading at AdAge.com Continue reading at 'Advertising Age'

[ Advertising Age | 2014-09-03 00:00:00 UTC ]

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