Better Homes and Gardens Brand Exclusive for Walmart
“Fall in love with your home again” with an aspirational brand-exclusive to attract new customers to Walmart stores.
Working closely with retail partner Walmart, and Better Homes and Gardens, Parham Santana helped extend the iconic look and voice of the magazine for the largest product line extension in Better Homes and Gardens’ 108 year history to over 550 products exclusive to Walmart.
Retail partner Walmart was provided guidelines to ensure the cohesive execution of all aspect of a multi-category packaging program.
Extending the iconic look and voice of a leading media brand to the world's largest retail arena.
Parham Santana created the aspirational brand promise “Fall in love with your home all over again,” to inspire Walmart shoppers and position Better Homes and Gardens at Walmart as an extension of the magazine's mission — a “vibrant, down-to-earth guide for the woman who is passionate about her home and garden.”
To ensure a consistent, comprehensive brand impression at all retail touch-points, we created a strategic mix of brand assets — “BHG Tips — Bring the Lifestyle Home,” a ‘retail-right color story,’ and the aspirational brand promise “Fall in love with your home all over again.”
Walmart's quality presentation and scope of merchandise includes extensive in-aisle presentations and a launch with 12 branded end-caps on “Action Alley” in all stores during the key holiday retail sales period.
