For the Crest and Oral-B 3D White launch, Procter & Gamble tapped Arc Worldwide, Chicago, for an integrated campaign that featured:
Sampling offers and an online presale via e-mails from popular women's entertainment site DailyCandy.com.
The online stores at Gerber.com, FlattCola.com and NatureValley.com are actually "branded storefronts" on Alice.com. Once shoppers place an item in their shopping cart, they are prompted to sign up with Alice.com to complete the order.
Featuring more than 150 people from nearly 85 companies, this article identifies some of the seminal forces behind the still-evolving practice of shopper marketing at product manufacturers and retailers.