Insights-Based Growth: Elevating a Brand Through Collaborative Activation: 2018 Path to Purchase Summit

The Brita Stream launch is a great example of how a legacy brand ignited incremental growth in a category that has seen steady decline since 2010. With increasing consumer interest in healthy solutions that are also convenient, bottled water has seen a surge in growth. Yet by narrowing in on these macro trends, Brita introduced an innovation that honed in on key consumer insights, delivering a breakthrough product and retail activations that have caused consumers to think twice about their water choices. Learn how shopper teams integrated with brand and retailers to ensure a seamless launch, and specifically how one team was able to elevate and create a unique brand experience at Target to help educate the guest on product benefits and drive conversion in store. Attendees will:

Learn about how a brand revitalized a declining category to meet the needs of the consumer.
Explore how to integrate brand partners on a historical product launch.
Discover ways to build strategic partnerships at retail in order to deliver break-through in store experiences.

View the entire agenda here.

Speaker Bios:

Abbey Oslin, Management Supervisor, Target Team, Catapult Marketing

With several years of experience in the shopper commerce industry, Abbey Oslin is a leading member of the Catapult Target Team. She’s led and created winning strategic programming for ConAgra Foods, Talking Rain and Clorox. In addition to her leadership on Catapult’s Target Team, she’s led shopper strategy and commerce marketing strategies across multiple retailers such as: Kroger, Ahold, Albertsons/Safeway. Currently Oslin partners with her client and a team focused on winning at Target with best in class guest programming.

Sandy Oldaker, Brita National Account Manager – Target, The Clorox Co.

Sandy Oldaker has more than 13 years of CPG experience with roles across functions - finance, marketing and sales. Her experiences have taken her across Clorox's portfolio of brands and the program budget spectrum. Oldaker leads with curiousity and passion, with the goal of delivering consumer experiences that drive engagement and loyalty. Most recently this came to life through the launch of Brita Stream at Target, turning the sales trajectory around but most memorably when she and two colleagues went on a 30-day sampling food truck/RV tour living the brand to drive trial, distribution and inspire the future strategy for Soy Vay.

Liz Tung, Associate Director, National Shopper Marketing / Brand Engagement Lead, The Clorox Co.

Elizabeth Tung’s team is responsible for developing and implementing national consumer and shopper promotions across Clorox’s portfolio of brands, including Clorox Bleach, Glad, Brita and Hidden Valley Ranch. Tung is responsible for developing shopper strategies for Brita, and driving capability for The Clorox Co. in shopper marketing and marketing analytics to enable Clorox to be a leader in digital shopper marketing innovation. Tung has more than 15 years of brand management and shopper marketing experience at Procter & Gamble, Clorox and Frito-Lay. She received her bachelor’s degree from the University of Virginia and her MBA from the University of Texas-Austin.