Case Study: The Kroger Company achieves 47% sales lift with Brandience

The Kroger Company boosts shaving sales 47% with Brandience

The Kroger Company faced a challenge with its new Bromley's for Men private label shaving line, which was failing to meet critical growth KPIs despite a robust launch. The recent introduction of a national competitor, Harry's, onto store shelves further complicated their efforts. Kroger engaged the retail marketing and advertising agency Brandience to rethink their strategy and get sales back on track.

Brandience conducted a study to establish a base awareness level and determined that the previous campaign's messaging and media were not focused enough. They created a new, focused plan that concentrated messaging on the brand's top two differentiators: its 7-blade razor and newly designed Get-A-Grip handle. The media strategy was also refined with targeted paid social ads, pay-per-click, and a test layer of radio. This solution implemented by Brandience achieved a 47% lift in units sold during the test period and maintained a 43% lift for six weeks post-test, proving a highly successful campaign with a solid payout.

The Kroger Company