Shopper Marketing | Salted Brands

SHOPPER MARKETING

Turning shopper insight into action

Creating experiences that deliver shared value for brands, retailers, and shoppers.

PRODUCT POSITIONING

Making convenience clear

A portable Metamucil product needed a clearer proposition. Fiber-to-Go! turned convenience into a simple, memorable idea that could extend across packaging, retail, and communications.

When strategy drives creative

An existing Metamucil SKU was headed to Sam’s Club as “Take Along Fiber Singles.” The proposition was useful, but the name wasn’t memorable or intuitive. The opportunity was to rethink the experience from naming and identity through packaging, marketing, and retail.

Fiber-to-Go! became a simple, rhythmic name that communicated what the product was and how it fit into the shopper’s life.

From there, the identity extended across regular and sugar-free packaging, a co-pack system pairing the samples with the existing Metamucil SKU, and communications throughout the in-store shopping experience.

Fiber-to-Go! became a simple, rhythmic name that communicated what the product was and how it fit into the shopper’s life.

Shopper journey

Start with what she’s looking for.

The shopper journey begins with a felt need and the emotional drivers connected to it.

From need to discovery

Looking at the original strategy through today’s connected shopper experience shows how a shopper-first approach could extend from search and content through digital communications, membership, and retail.

Search could lead naturally into content, where Metamucil becomes part of the answer rather than simply another advertisement. Across mobile, YouTube, email, and Sam’s Club communications, the product could appear within experiences she is already using to solve the need.

The goal remains relevance first, giving her a reason to recognize and reconsider the product when she encounters it again.

Membership

Turning relevance into value.

The product answered a need. Sam’s Club gave her another reason to act.

Making membership matter

Relevance creates interest. Sam’s Club membership can add tangible value.

Through Instant Savings and in-club communications, Fiber-to-Go! could connect the product benefit with the value of membership, including meaningful savings.

By the time she encounters the product in-club, the proposition is already familiar. The pallet brings recognition and value together at the point of purchase.

Relevance creates interest. Sam’s Club membership can add tangible value.

Through Instant Savings and in-club communications, Fiber-to-Go! could connect the product benefit with the value of membership, including meaningful savings.

By the time she encounters the product in-club, the proposition is already familiar. The pallet brings recognition and value together at the point of purchase.

Know your audience

Understanding shopper motivation helps brands create more meaningful experiences at the point of purchase.

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INTEGRATED SHOPPER JOURNEY

Two faves bundled to save.

Two trusted P&G brands came together in one simple proposition designed around value for Sam’s Club members.

PACKAGING + VALUE PROPOSITION

Building the bundle

The bundle brought two familiar brands together around one clear message: more value in one purchase.

The combined packaging system brought Bounty and Charmin together in an offer built specifically for the Sam’s Club shopper. The challenge was creating one cohesive value proposition while preserving the recognition and equity of two established brands.

From concept through print production, the system balanced both brand identities with a clear savings message designed to communicate quickly in the club environment.

CROSS-CHANNEL RECOGNITION

Building recognition

The package became the visual anchor for the campaign.

Across the shopper’s day

The same package and value proposition followed the shopper from email and samsclub.com to a timely reminder at the gas pump.

Each encounter reinforced the same visual cues and simple promise: Two faves bundled to save.

With every touchpoint, the offer became easier to recognize when it appeared again in-club.

The same package and value proposition followed the shopper from email and samsclub.com to a timely reminder at the gas pump.

Each encounter reinforced the same visual cues and simple promise: Two faves bundled to save.

With every touchpoint, the offer became easier to recognize when it appeared again in-club.

Moment of Truth

Recognition becomes action

The original campaign carried the bundle proposition from packaging into the club. Looking at the strategy through today’s shopper journey shows how the same idea could extend to additional touchpoints, including Sam’s Club gas screens.

By the time she encountered the bundle in-club, the package, proposition, and visual cues were working together to make the offer easier to recognize and more natural to choose.