The Hub Prize Awards

Tide Dry Cleaners, a retail expression of Procter & Gamble’s iconic Tide brand of laundry detergent, has won top honors in The Hub Magazine’s inaugural “Hub Prize” competition for excellence in the retail experience.Developed by P&G’s Fabric Care business and FutureWorks division, Tide Dry Cleaners prevailed over more than 80 competitors, 36 of which were honored as Gold, Silver and Bronze medalists. As winner of the Ultimate Hub Prize — the best of the best — P&G is the recipient of the Hub Cup, a hand-crafted, solid-bronze trophy.“Tide Dry Cleaners is a risky venture for Procter & Gamble, but it also stands to deepen consumer loyalties to unimaginable levels by turning a generally dismal retail experience — going to the dry cleaners — into something that actually makes a positive difference in people’s daily lives,” said Tim Manners, founder of The Hub Magazine, in announcing the honor.“This surprising foray into the dry-cleaning business by a packaged-goods brand truly represents what is possible at retail for those willing to think differently and proceed boldly,” Manners added.Hub Prize candidates were evaluated by an unusually diverse panel of 25 judges, including leading academics, best-selling book authors and high-profile veterans of major brands and retailers. Competitors were graded based on criteria including innovation; the shopper insight and emotional connection; how much the initiative improved the retail experience; and results achieved. The top 12 Gold Medal winners were then featured in a public vote to finalize the Ultimate Hub Prize winner.Two other candidates rounded out the top three in the public vote: Walt Disney Co.’s incredible, hi-tech re-imagination of its stores, and Kimberly-Clark’s “U by Kotex,” a gutsy shopper-marketing campaign that took the feminine-care category by storm.Kimberly-Clark did especially well in the competition, earning a total of five Hub Prize medals: three Gold, one Silver, and one Bronze. ConAgra Foods also cleaned up with two Gold, two Silver and one Bronze medal.Winners represented a broad array of categories, including shopper-marketing campaigns; retail concepts and reinventions; apps; in-store media; new products; packaging; database marketing; displays; and vending machines. All 36 Hub Prize winners are featured in a special, subscribers-only supplement to the November/December issue of The Hub Magazine. (Click on the Attached File at right.)Founded in 2004, The Hub magazine is written for senior-level marketers at America’s largest companies and is dedicated to exploring innovation as the ultimate driver of business success, especially at retail. The Hub also sponsors the Hub Top 12, an annual ranking of excellence in shopper-marketing capabilities.Source: The Hub (www.hubmagazine.com)

The Hub Prize Awards

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