AWARDS - Amazon S3

SHOPPER MARKETING / WINNERS & FINALISTS

AWARDS

UNITED STATES

? Effie is a registered trademark / service mark of Effie Worldwide, Inc.

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WINNERS

The Shopper Marketing Effies honor the most effective shopper marketing efforts of the year. An annual program, the competition attracts case studies from the most effective manufacturers and retailers in the United States.

After two rounds of rigorous judging, those selected as winners represent cases that best demonstrated how they solved a shopper marketing challenge, connected with their shoppers, influenced them along the path to purchase, and inspired them to become a buyer.

Award levels ? gold, silver and bronze ? will be announced and presented at the Path to Purchase Institute's Shopper Marketing Celebration at the P2PSummit on May 16, 2019. Winners will also be recognized at the 50th Annual Effie Awards United States Gala on May 30, 2019.

Congratulations to this year's winners.

* Indicates lead agency

CATEGORY/AISLE EVOLUTION

Xfinity Xfinity Retail Transformation

Comcast/XFINITY FCB/RED* Chute Gerdeman

CHALLENGER BRAND SOLUTION

Supreme Source

Supreme Source 10-Day Detox Pet Program

American Pet Nutrition

The Mars Agency* DMH

E-COMMERCE

Procter & Gamble Olympics

MULTI-BRAND SHOPPER SOLUTION

Diageo Diageo Pretty Simple Drinks

Procter & Gamble

Diageo

Blue Chip Marketing Worldwide* Strange Loop

TracyLocke*

Aidells, Ball Park, Hillshire Farm, Sara Lee, State Fair, Tyson, Wright Brand Bacon Master Your Summer

Tyson Foods

IN Connected Marketing*

Diet Coke

MULTI-RETAILER PROGRAM

Pop-Tarts

because I can.

The Coca-Cola Company

Geometry (New York)* Geometry (Chicago)* HelloWorld

Pop-Tarts Destiny 2 Promotion

The Kellogg Company

The Integer Group* Activision Starcom

RITZ Cracker

Top Your RITZ

Mondele?z International Geometry (New York)* Geometry (Chicago)* VaynerMedia

NEW PRODUCT/SERVICE INTRODUCTION

LUMIFY

OREO Cookies

Recharging Redness Relievers in a Beautiful Way

OREO Mint Hot Chocolate at 7-Eleven

Bausch + Lomb

Blue Chip Marketing Worldwide* Barker Advertising The Lane Communications Group Wavemaker Helen & Gertrude

Mondele?z International

Phoenix Creative Co.* 7-Eleven, Inc.

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2 2019 EFFIE AWARDS / SHOPPER MARKETING

OMNI-CHANNEL SHOPPER EXPERIENCE

Diageo

RITZ Cracker

RITZ Cracker

Diageo Pretty Simple Drinks Lowes Foods Pair Your RITZ

Top Your RITZ

Diageo TracyLocke*

Mondele?z International

Geometry (New York)* Geometry (Chicago)* VaynerMedia

Mondele?z International

Geometry (New York)* Geometry (Chicago)* VaynerMedia

SEASONAL/EVENT

Vicks Vicks Cold, Cough, Flu 2017-2018

Procter & Gamble Saatchi & Saatchi X*

Axe

Axe Start His Journey

Unilever

Team Unilever Shopper* Geometry* Mirum Shopper

SINGLE-RETAILER PROGRAM: MASS MERCHANTS

Cheerios

Colgate

Cheerios Moments of Good

Colgate Save Water at Walmart

General Mills

Shopperworks* Geometry* Mindshare Vimby

Colgate-Palmolive

Geometry* Red Fuse Communications* WestRock Burson Cohn & Wolfe

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FINALISTS

Effie Award finalists are selected based on scores after a rigorous first round of judging. Making the shortlist of finalists is a significant achievement. Finalist status indicates that a case is among the most effective examples of integrated efforts that were specifically designed to engage the shopper and guide his or her purchase process towards a desired end result.

Additionally, all finalists and winners will receive points toward the Effie Index ? the annual worldwide ranking of marketing communications effectiveness for agencies, advertisers, and brands. Annual United States rankings will be announced at the 50th annual Effie Awards United States Gala on May 30th.

Congratulations to this year's finalists.

* Indicates lead agency

CATEGORY/AISLE EVOLUTION

Procter & Gamble Health & Beauty Reinvention

Procter & Gamble Upshot*

DIGITAL MEDIA SOLUTION

OREO Cookies

OREO Cookies

OREO Mint Hot Chocolate at 7-Eleven Target My OREO Creation

Mondele?z International

Phoenix Creative Co.* 7-Eleven, Inc.

Mondele?z International

Geometry (New York)* Geometry (Chicago)*

E-COMMERCE

KeVita

KeVita 6 Seconds to Commerce

PepsiCo

The Integer Group* Ignited Havas Media Golin Futuristic Films

MULTI-RETAILER PROGRAM

OREO Cookies My OREO Creation

Mondele?z International Geometry (New York)* Geometry (Chicago)*

MULTICULTURAL & LIFESTYLE SEGMENT SHOPPERS

Nestl? Nestl? Dia de los Muertos

Nestl? USA Geometry (New York)* Geometry (Akron)*

Axe Axe Start His Journey

Unilever Team Unilever Shopper* Geometry* Mirum Shopper

In partnership with:

OMNI-CHANNEL SHOPPER EXPERIENCE

Coffee-mate Holiday Vote-A-Flavor

Nestl? USA Geometry (New York)* Geometry (Akron)*

Pepsi Pepsi Generations Summer Music

PepsiCo TracyLocke*

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4 2019 EFFIE AWARDS / SHOPPER MARKETING

Coffee-mate

Holiday Vote-A-Flavor

Nestl? USA Geometry (New York)* Geometry (Akron)*

SEASONAL/EVENT

Hershey

Jimmy Dean, Wright Brand

OREO Cookies

Bacon, Sara Lee Frozen Foods

"Get Into the Spirit" with Hershey at Ahold

Made with Love Multi-Brand Platform

Meijer OREO Cookies Holiday

The Hershey Company

TPN Retail* Universal McCann The Kellogg Company Kraft Heinz Company

Tyson Foods IN Connected Marketing*

Mondele?z International

Geometry (New York)* Geometry (Chicago)*

SINGLE-RETAILER PROGRAM: DRUGSTORES

Procter & Gamble Olay - Project Proof

Procter & Gamble Hearts & Science*

SINGLE-RETAILER PROGRAM: MASS MERCHANTS

Purina

Starbucks? Coffee

Purina Salute to Service Dogs

Nestle Purina PetCare Company

Geometry (New York)* Geometry (Akron)* Mirum Triad Retail Media

Starbucks?: The Case of the Missing Pumpkin

Nestl? Starbucks Coffee

Mosaic Shopper* Triad Retail Media

SINGLE-RETAILER PROGRAM: OTHER

European Wax Center

Procter & Gamble

It's Time to #AxThePinkTax

Go #2

European Wax Center

SwellShark* Pereira & O'Dell* Laundry Service

Procter & Gamble

The Integer Group* MKTG Taylor Strategy Hearts & Science

SINGLE-RETAILER PROGRAM: SUPERMARKETS

Kleenex

RITZ Cracker

Make Your Marks with Kroger & Kleenex

Kimberly-Clark

Lowes Foods Pair Your RITZ Mondele?z International

Geometry (New York)* Geometry (Chicago)*

Geometry (New York)* Geometry (Chicago)* VaynerMedia

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FINAL ROUND JURY

MODERATOR BARRY ROBERTS Principal 3S Marketing

KEITH ALBRIGHT Leader, Global Shopper 3M

MATT BARRESI Director, NA Brand Operations &

Shopper Marketing Procter & Gamble

JONATHAN BIRD Chief Retail & Commerce Officer VMLY&R

VANESSA BUENO Sr Director, Marketing LALA U.S.

APRIL CARLISLE VP, Shopper Marketing Coca-Cola

WHITNEY CLARKE SVP & CMO The Stop & Shop Supermarket Company

MARIE-AGNES DAUMAS Retail & Shopper Marketing TerraCycle

JAMES DENMAN Executive Director, Strategy YARD NYC

RODGER DIPASCA Global Managing Director,

Shopper Comms Red Fuse Communications

AMY DRAGLAND-JOHNSON SVP Triad Retail Media

CRAIG ELSTON Global CSO The Integer Group

In partnership with:

PEPPER EVANS VP, Product Strategy & Marketing,

Walmart Partnership Capital One

HEIDI FROSETH EVP, Omnicommerce Epsilon

PATRICK HARE Sr Director, Member Development Path to Purchase Institute

ELIZABETH HARRIS CSO Arc Worldwide

TERESE HERBIG President Path to Purchase Institute

CARA KAHALY Director, Shopper Science Lab GSK

JASON KAPLAN VP, Sales Valassis Digital

JOSEPH LAMPERTIUS President & EVP, Practice Lead ChaseDesign

KEVIN LEARY Executive Director, CPG Valassis Digital

SHARON LOVE CEO TPN Retail

MICHAEL LOVEGROVE President & CCO TracyLocke

TINA MANIKAS President FCB/RED

JENNIFER MASON Customer Director, Shopper Marketing Mondele?z International

SCOTT MCCALLUM CEO Geometry

MICHELE MCNAMARA VP, eCommerce Chobani

LAURA MOSER Brand Launch Consultancies

SOCHE PICARD CEO Arc Worldwide

JENNIFER REINER Sr Director, Omnichannel Marketing &

eCommerce Del Monte Foods, Inc.

MICHAEL RIVERA CCO, NA The Marketing Store

ADAM ROBERTS Director, Solutions Group Valassis Digital

ARTHUR SEVILLA Strategy Lead, CPG Pinterest

PRIYA SHENOY Shopper Strategy & Solutions Leader Nestle Waters NA

ALLISON WELKER General Manager Edge Marketing

KIM YANSEN VP, Value Mondele?z International

PAMELA YOUNG Executive Director, CPG Solutions Valassis Digital

DEBBIE ZEFTING Director, Shopper Strategy &

Engagement Barilla

Proudly sponsored by:

6 2019 EFFIE AWARDS / SHOPPER MARKETING

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