Georgia-Pacific taps advertising power of e-commerce websites

Georgia-Pacific, the manufacturer of brands in categories from toilet paper to plastic utensils, is using retail media in order to reach digital shoppers in the environments where they actually make purchases.

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%...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands