Claritin Clarity Parks Year One

the situation

Lacking any news in the allergy category over the past few years, shoppers tend to make their allergy purchase decisions on auto-pilot – buying the same brand out of habit. Claritin needed to create some excitement to capture shoppers’ attention.

The solution

Get Walmart shoppers to consider Claritin for their spring allergies, by connecting with them in a meaningful and emotional way. We connected Claritin’s brand ethos and Walmart’s support for natural disaster recovery with the park refurbishment needs of several BGCA clubs, and invited Walmart shoppers to help us make a difference.

The program was simple – every purchase of Claritin at Walmart resulted in 50 cents being donated to the Boys and Girls Club of America to aid in local park refurbishment.

Shopkick Workbook

Walmart shoppers love Shopkick, so the app was a perfect vehicle to tell our story and feature the offer.

Point Of Sale

Walmart PDQ Endcap

THE RESULTS

• $1.46MM 6-week share growth for Claritin at Walmart

• 1,844 incremental displays sold in; Walmart stores carrying displays outperformed non-display stores by 6%

• ·440,000 in-aisle Shopkick engagements – a 4:1 ROI

WHAT I LEARNED

• Recreational green spaces are often the last priority for recovering communities after a natural disaster.

• Incremental displays are huge key to driving volume at Walmart (okay, I relearned that one!)