Preston, Wash. — TalkingRain Beverage Co. executed its first fully integrated path-to-purchase initiative for its Sparkling Ice bottled water this summer, partnering with DreamWorks Animation for a Walmart-centric campaign that leveraged the theatrical release of “How to Train Your Dragon 2.”
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Austin, Texas — For Big Red Inc., a major summer movie tie-in makes perfect sense. Its core consumer loves action and adventure, and summer is the biggest soda-selling season of the year. The beverage manufacturer tapped into the June 27 release of Paramount Pictures’ “Transformers: Age of Extinction” with an extensive social media campaign designed to drive consumers into stores, where custom packaging was among the P-O-P materials.
When CPG companies work together on promotional efforts, they’re typically looking to stand out in their categories and boost baskets for retailers. Finding the right partner is key to co-marketing success. “It isn’t one-size-fits-all,” says Anne Jenkins, director of shopper marketing, Kimberly-Clark. “Sometimes there is a retailer who wants you to work with a certain partner – perhaps they see a synergy or a need they have identified.” On the other hand, a brand might seek out partners who can fill a gap in an overall shopper solution.