DO DEO BETTER
By 2015, Unilever deodorant sales at Walgreens had gone stale due to competition from larger retailers, shoppers hesitant to switch out of fear of failure, and an organization system based on brand not benefit. So we simplified with an easy-to-understand need-based navigational system that encouraged shoppers to trade up by educating them on product benefits online, in print and in-store. Unilever won a Bronze Effie, and even better, sales grew by over 10%.
Our way-finding system segmented Unilever's deodorant offerings into four different categories.
The endcaps we created helped the program stand out from the deo aisle and could be easily adapted to fit each store's unique layout.
Here are a number of additional elements that we pitched the client.
Shout out to the team: Tracy Mathison, Lindsay Ruddy, Krista Jancik and Blair Carlisle.
