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The Mars Agency Earns OmniShopper Honors

15 Nov 2021

The Mars Agency received industry accolades for its connected commerce expertise this month when The Path to Purchase Institute unveiled the winners of its inaugural OmniShopper Awards during the Path to Purchase Live conference.

The agency won the In-Store Digital Media Activation award for the Sanpellegrino Virtual Bartender, a program executed last fall for BlueTriton to introduce the sparkling water brand’s new line of mixers to Sam’s Club shoppers. The campaign leveraged on-trend augmented reality technology to overcome pandemic-driven in-store marketing restrictions and create an engaging omnichannel shopper experience. In the AR environment, a virtual bartender taught shoppers both in-store and online how the mixers could enhance their at-home beverage experience. The full case study is available at

The Mars Agency also won the Digital Media Activation award for ‘all Good, a through-the-line campaign with multiple retailer-specific activations that revitalized the iconic Henkel brand’s status in the laundry detergent category. Tapping into the understanding that 55% of parents consider laundry a chore and want to get the job done with as little fuss as possible, the campaign positioned ‘all as the detergent that gets the job done easily so parents can “Put life before laundry.” Read the case study on

In addition, Mars was also recognized as part of the agency team that earned the Social Media Activation award for work supporting Tillamook.

Launched this year, the OmniShopper Awards are designed to recognize excellence in shopper engagement across the entire path to purchase, from traditional touch points such as in-store displays and shelf signage to newer tools like retail media networks. The program attracted scores of entries from leading retailers, product manufacturers, marketing agencies and solution providers. The Mars Agency and Johnson & Johnson were the only entrants that received more than one award.

Winners of the OmniShopper Awards will be showcased in the December issue of Path to Purchase IQ magazine.


The Mars Agency is an award-winning, independently owned global commerce marketing practice with a growth-for-clients focus. With talent spanning the Americas, Europe and Asia, they create breakthrough, connected commerce solutions by balancing the smartest humanity with the latest technology. The agency’s latest MarTech platform, Marilyn®, is the first and only end-to-end commerce advisor. Learn more at and

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