Path to Purchase Expo

Save the Date!

October 2-4, 2018 | Minneapolis Convention Center | Minneapolis, MN

The 'Je Ne Sais Quoi' Your Next Product Launch Needs

A8
Date and Time: 
Thursday, September 28, 2017 - 3:00pm to 3:45pm
Track: 
Insights to Activation

How do you introduce Middle America to the south of France? Johnson & Johnson’s skincare brands team took on the challenge last year, launching a French brand in the U.S. market. From bonjour to voila, they embarked in foreign territory, identifying the brand’s U.S. consumer, building messaging and strategy with insights from outside of food, drug and mass, and, supporting the launch at key retailers, each with differing shelf resets. The “je ne sais quoi”: an integrated strategy pooling resources across brand, consumer promotion, agencies and shopper teams, resulting in a range of insights and strategy options by retailer and region. Attendees will:

  • Learn how cross-function collaboration produces deeper, richer insights for building and refining consumer profiles.
  • Discover how the Skincare team systematically identified regional and retailer strategies for the launch.
  • Hear how the integration contributed to a more efficient and effective U.S. product launch.
Speakers: 
Brooke Zec
Heather Campain
Meggie Dvorak

Speaking at this Session

Heather Campain

Head of Shopper Marketing
Johnson & Johnson

Heather Campain leads Johnson & Johnson's shopper marketing function. She works with business unit-based and field-based experts across a broad portfolio of brands and numerous categories partnering with customers to deepen each brand’s connection to the quickly changing shopper environment. Campain has led teams at Mars Chocolate, Nissan and Nielsen. She holds an MBA in strategy and leadership from Pepperdine University's George Graziadio School of Business.

Meggie Dvorak

Meggie Dvorak

Director
MaxPoint Solutions Group

Meggie Dvorak is a CPG industry veteran, specializing in helping Fortune 100 companies leverage data and technology to meet strategic brand and shopper marketing objectives. Before coming to MaxPoint, she spent more than six years at News America Marketing, working with CPG brands on retail advertising and promotions. Dvorak earned her BA from Miami University.

 
Brooke Zec

Brooke Zec

Sr. Manager of Consumer Activation
Johnson & Johnson Skincare Brands

Brooke Zec is a data-driven, results-oriented and passionate OTC marketer with a strong digital activation and shopper marketing background. At Johnson & Johnson Skincare Brands, she leads consumer activation efforts. Prior to Johnson & Johnson, she led shopper and integrated marketing efforts at Novartis, GSK and Time, Inc. Zec earned her BA from the University of Delaware and her MBA from the University of Phoenix.