Georgia-Pacific – the manufacturer of brands like Angel Soft toilet paper, Brawny paper towels, and Dixie plastic utensils – is honing its retail marketing to keep pace with the digital revolution.
“When I started at Georgia-Pacific four years ago, we were very heavy into shopper marketing,” Mike Feldman, the company’s team lead/retail media, explained at Advertising Week New York 2019.
Previously, he argued, the priority was running display and feature ads in brick-and-mortar retail stores, even as ecommerce continued to gain traction in the consumer packaged goods-industry – in 2018, in fact, online sales grew by 35.4% to 11%...