Shopper Marketing

FEATURED WORK

Connecting brand, retailer, and shopper from product packaging to purchase.

P&G × Sam’s Club · Work completed while at a shopper marketing agency.

Naming + Product Experience

Connecting through naming and identity.

Connecting with shoppers requires clarity, reasons to believe, and reasons to care.

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. Saatchi & Saatchi X was asked to rethink the experience from naming and identity through packaging, marketing, and retail.

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

From there, we created the logo lockup, redesigned the regular and sugar-free packaging, developed a co-pack system pairing the samples with the existing Metamucil SKU, and extended the idea across multichannel marketing and the in-store shopping experience.

We developed Fiber to Go—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.

Relevance began before the shopper ever thought about Metamucil.

From need to discovery

Looking at the original strategy through today’s connected shopper experience shows how the same idea 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.

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

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

Member + Value

Turn relevance into value.

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

Making membership matter

Relevance created interest. Sam’s Club membership added tangible value.

Through Instant Savings and in-club communications, Fiber to Go reinforced both the product benefit and the value of membership—including savings of up to $11.50.

By the time she encountered the product in-club, the proposition was already familiar. The pallet brought recognition and value together at the point of purchase.

Relevance created interest. Sam’s Club membership added tangible value.

Through Instant Savings and in-club communications, Fiber to Go reinforced both the product benefit and the value of membership—including savings of up to $11.50.

By the time she encountered the product in-club, the proposition was already familiar. The pallet brought recognition and value together at the point of purchase.

Let’s bring it together

When brand, retailer, and shopper align around a shared idea, every touchpoint has more to work with.

Get Salted

INTEGRATED SHOPPER JOURNEY

Two faves bundled to save.

A second P&G assignment brought a different challenge: combine two household favorites into one compelling Sam’s Club value proposition—and carry it consistently across the shopper journey.

PACKAGING + VALUE PROPOSITION

Building the bundle

We created the combined packaging system and managed print production, bringing Bounty and Charmin together in an offer built specifically for the Sam’s Club shopper.

Working alongside executive leadership, I led the strategic case for simplification—demonstrating why a new name, a unified brand, and a single digital ecosystem were essential to the organization’s future.

This wasn’t simply a branding decision. It was an organizational decision that would influence every ministry, every department, and every global leader.

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 her 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 she encountered it again in-club.

The same package and value proposition followed her 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 she encountered it again in-club.

Moment of Truth

Recognition becomes action

By the time she encountered the bundle in-club, it wasn’t new. She had already seen the same package, proposition, and visual cues throughout her day.

At the moment of truth, familiarity made the offer easier to recognize—and more natural to choose.

By the time she encountered the bundle in-club, it wasn’t new. She had already seen the same package, proposition, and visual cues throughout her day.

At the moment of truth, familiarity made the offer easier to recognize—and more natural to choose.

This wasn’t simply a branding decision. It was an organizational decision that would influence every ministry, every department, and every global leader.