To save the lagging Wahl brand in Walmart stores, MSI developed and executed a comprehensive marketing strategy designed to:
- Revitalize its identity and refocus its message to highly
targeted audience
- Shift the conversation from vendor pitch to a tailored brand program built for Walmart, enhancing their shoppers' experience and engagement
- Lift sales 10% in Walmart stores
Consumer insights from research and in-store interviews drove a new "the right tool" positioning and line segmentation that resonated emotionally with the demo and differentiated Wahl from the competitions' all-in-one claims and complex versioning.
This was then brought to life creatively through new packaging and merchandising that facilitated product selection and increased time spent in the aisle.
To tell the Wahl story further, an integrated campaign was rolled out nationally across traditional print and broadcast media as well as emerging digital and experiential tactics. PR was then overlaid to enhance media exposure and raise brand awareness.
- Walmart 2nd-half sales were up over 35%
- Target 2nd-half sales were up 25%
- Walgreens SKU sales were up 50%
