HRG wins award for Colgate Total direct mail campaign

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HRG wins award for Colgate Total direct mail campaign

By David Salazar - 06/09/2020

Hamacher Resource Group is being recognized for its work on a three-wave direct-mail campaign promoting Colgate Total’s relaunch in independent pharmacies. The Waukesha, Wis.-based company won a Communicator Award of Distinction in the marketing/promotion category for the campaign that Colgate-Palmolive undertook with HRG in early 2019. 

“What started out as an idea on paper, turned into a beautiful three-wave compilation that assisted pharmacists with education, conversion, planograms, and shelf tags,” said Sarah Stluka, Salelytics’ business director who directs engagement and strategy on the Colgate brand for Colgate-Palmolive. “HRG’s output was best in class, and our team was able to successfully execute the Total reintroduction across independent pharmacy, while helping to educate and influence planogram decisions for trade-up opportunities.”

HRG has now received seven Communicator Awards since 2008 in such categories as print ads, direct marketing programs, CPG product packaging, video and trade show exhibit materials. HRG’s director of business development, Angela Pinkstaff, who oversaw the Colgate Total campaign, said the effort reflected the CPG brand’s focus on independent pharmacies. 

 “Colgate values the independent pharmacy channel and the millions of consumers they serve, and that was apparent through this comprehensive campaign which covered every angle,” Pinkstaff said. “From educating the pharmacist to providing all of the tools to execute the merchandising strategy in their store and draw attention to the product at shelf, we provided indie pharmacies with everything needed to promote the Total relaunch and boost their front-end sales with this popular oral care brand.”

HRG said the campaign was managed by Cheyenne Cardenas and the creative team included designer Bruce Boulieu and copywriter Jen Johnston. Category analyst Kyle Lentz developed high-priority SKU sets based on three common oral care department sizes and create planograms to depict it. 

The Communicator Awards are judged and overseen by the Academy of Interactive and Visual Arts, an invitation-only, member-based organization of professionals in the visual arts focused on embracing progress and evolving traditional and interactive media. Entries are judged to evaluate distinction in creative works, and entries are considered on their merits against a standard of excellence considering the category entered. 

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