As part of efforts to elevate the launch of its Special Delivery diapers at key retail partner Target, Kimberly-Clark's Huggies tapped Geometry to stage two experiential events in the retailer's home market.
Packaged in boxes depicting black-and-white photographs of parents and their babies against a bold black background, Kimberly-Clark's new Huggies Special Delivery premium diapers stand out in a category full of pastels, whites and soft colors. In partnership with Target, a program incorporating the brand's unique creative spotlights the new diapers in stores, online and through unique, Minneapolis-area experiential events.
Greg Kearns came from the agency world, starting in more traditional advertising with Hill Holliday in Boston and mostly with financial services clients. He saw shopper marketing as a growing discipline in the ad industry and was lucky enough to land with JWT Action (Geometry Global).
The North American Shopper Marketing Effie Awards honor the most effective shopper marketing efforts of the year. Awards were presented at the Path to Purchase Institute’s Shopper Marketing Celebration.