For the W
Client: P&G + Meijer
When the 2022 Olympics spotlighted record parity between male and female athletes, we saw an opening to celebrate empowerment at home. Partnering with Meijer and Olympic gold medalist Chloe Kim, we launched For the W—an integrated campaign that fused P&G’s legacy of supporting women with the spirit of the Games. We posed moms (and a few dads, too) as everyday champions in their own homes, inspiring Midwest families to see strength in every win, big or small.
Results
P&G experienced their single largest week of sales in the history of P&G at Meijer.
Meijer loved the campaign so much they took it on as their own retailer Olympic campaign beyond P&G only.
360 Campaign
In-Store activation
A full-scale activation at Meijer led with a striking pallet train wrapped in For the W branding—pairing trusted P&G products with bold Olympic visuals to create an aisle-stopping presence.
In-Store activation
A full-scale activation at Meijer led with a striking pallet train wrapped in For the W branding—pairing trusted P&G products with bold Olympic visuals to create an aisle-stopping presence.
Aisle Integration
The Olympic story carried through the center store with a branded gondola and focused endcaps—spotlighting key categories and creating multiple touchpoints along the shopper journey.
Store Entry & Print Support
Shoppers were greeted by an Olympic-branded entry shroud that set the tone from the start, while circular ads echoed the offer and carried the story through to aisle.
Store Entry & Print Support
Shoppers were greeted by an Olympic-branded entry shroud that set the tone from the start, while circular ads echoed the offers and carried the story through print to aisle.
Digital Touchpoints
The Olympic spirit didn’t stop in-store—digital banners carried the story onto shoppers’ screens, sparking awareness and pointing them straight to mPerks deals.
More Work
