| The Challenge |
|
Glad Rocks - The Consumer
FSI
|
Point of Sale
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GLAD Rocks - The Sales Force
 |
GLAD Rocks - The Trade
 |
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GLAD knows where the action is... BIG
families with lots of kids. Got babies, middle schoolers, teenagers? You’ve got
trash! The challenge was how to get multiple box purchase across the entire line.
Next, GLAD needed to motivate their broker sales force to deliver over-the-top case
volume. Not to mention retailers who think of the category as “just plain old
trash bags”. |
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| The Approach |
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A Chart-Busting Program that delivered
the biggest 4th quarter in the Brand’s History.
A program that hit the consumer in print and at point-of-sale, hit the trade
press and hit the sales force. |
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| The Results |
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- An FSI blitz that delivered best-ever unit volume at
retail.
- A Sweepstakes that drove coupon redemptions to record
levels.
- A free offer that caused multiple product and cross
brand purchase.
- A two day GLAD Rocks sales meeting that “rocked
the socks” of the broker reps.
- The meeting was rated, “the best meeting we ever
went to” by the broker reps. And it was!
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