Colgate - Fluffy
An opportunity presented itself to educate and introduce New Zealand shoppers to a core product and to the Fluffy brand.
New-to-brand customers
ROI
Background & Objectives
Attract new customers, grow existing customers, launch a new product and relaunch the brand with new look artwork.
Fabric conditioner penetration in New Zealand is very low compared to global shopping trends therefore a huge opportunity presented itself to educate and introduce New Zealand shoppers to this core product and to the Fluffy brand.
Cartology solution
In store a beautifully bright aisle fin stood out amongst the competition with an online combination of department banners, branded tiles and the Have you Forgotten tiles closing the loop at the purchase point for shoppers.
As fabric conditioner is a +1 product for those shopping in the laundry category, the Have You Forgotten tile generated a huge spike in online sales demonstrating the effectiveness of this asset.
"We were very pleased with the full omni-channel activation that brought more customers to the Fluffy Brand, and also more customers to the Fabric Conditioners segments having Fluffy as a brand. The efficient targeted digital communication strategy delivered increased penetration online vs in-store."
