Shopper Marketing

Digital technology has opened up a wide array of opportunities to better target advertising and promotions, but all too often there remains a divide that prevents CG companies from fully unlocking the potential of their significant investments in digital.

Launched in November of 2013, Unilever Project Sunlight is a long-term initiative designed to bring Unilever's purpose to life and inspire Americans to take small actions that add up to a big difference. Through the use of the powerful nature of film, Unilever has been able to tackle social issues to help spread awareness of its many recent campaigns, including its latest called The Hunger Project.

The retailing powerhouse is the latest to explore the still emerging technology with test markets throughout the U.S., with an eye toward a chain-wide roll out.

Learn how marketers can use new channels, including social and digital, to create efficiency in consumer engagement, stakeholder relationships and marketing spend.

A new Diet Pepsi has hit shelves this summer. Answering consumer demand, the diet soda is sweetened with a blend of sucralose instead of aspartame.

Today's shopper wants to be heard, but todays manufacturers have big mouths and little ears. They cannot hear. As a result, the shifts in the market are sensed too late.

Digital marketing agency Leapfrog appoints Matt Kelley as Senior Vice President, Consumer Journey, a newly created position.

A digital engagement solution that seeks to maximize trial response may turn anonymous samplers into known consumers.