Product Innovation Support
When Head & Shoulders invented a new, clinical line of products we convinced major retailers it was worth the additional shelf space with retailer-specific, integrated campaigns. At Walgreens we pushed effectiveness and solutions to align with their pharmaceutical expertise. For Walmart, we gave 'proof of value' in effectiveness and reassurance of quality. With a massive amount of choices at the shelf, deselection was also a priority.
Competition was effectively pushed off the shelves for 2017 at these two giant chains.