At Charmin’s peak in the line chart above, the ad pictured was found on Drugstore.com, leading shoppers to a product page. During that week, P&G’s Charmin and Bounty were the only paper products seen on Drugstore.com.
At its peak, Bausch & Lomb’s Alaway was found on CVS, Drugstore.com and Walmart. Each ad redirected the shopper to Bausch & Lomb’s site to retrieve a coupon. The advertised coupon value was consistent on each site.
May’s spike in Health is driven by Nutritional brands (including Pfizer’s Centrum and Caltrate; CytoSport’s Muscle Milk and Nestlé’s Power Bar), which made up 53% of the category during this time period. These ads appeared on Drugstore.com, Walgreens, Kroger, Target and Amazon.com with a “shop now” or online coupon/discount.
