Create a trial-size display program that will speak to our on-the-go shopper, but that could be customized for retailers, as they would have the option to fill displays with a wide range of P&G products.

Our idea would need to work just as well with body wash and deodorant as it would laundry detergent and facial tissues. AND it needed to speak to our shoppers in a way that helped her “get it” quickly: this is a woman on the run. She barely has time to finish her hair, shave her legs, or apply deodorant before she runs out the door. So she needed to know we understood her crazy life.

Our clients viewed this assignment as a trial program. But our discovery led us to an on-the-go strategy. We zeroed in on 8 key locations that are key in her life since her house isn’t the only place she calls home. Some weeks, she feels like she lives in her car. Others, the office. When she’s on her game, the gym becomes home. So why are all of her essentials only kept in her house?

We needed to connect with our on-the-go shopper in a way that embraced her life with whimsy and inspiration, broke through store clutter, but was still flexible enough for retailers. Whew. We were almost as exhausted as she was. Nonetheless, the team wrote headlines for our 8 “key situations” then sought out an illustrator who brought them to life.

Clients loved the conversational angle, eye-catching colors and illustrations with high stopping power. They’d never seen anything like it in store before. Sell-in is on course to be even better than the previous program.