Supergoop, Carhartt and Poppi are 2024 Modern Retail Awards winners
This year’s Modern Retail Awards winners exemplify the dynamic evolution of modern brands, showcasing strategies rooted in community engagement, bold storytelling and innovation. From fostering connections through live events and educational initiatives to expanding product offerings that meet shifting consumer demands, the campaigns of these companies reflect a commitment to authenticity and relatability.
Humor, compelling narratives and experiential marketing have enabled these brands to deepen loyalty and inspire confidence among their audiences. This year’s honorees set the standard for impactful and forward-thinking brand building by blending mission-driven storytelling with relatable content and strategic growth.
Supergoop won Best Launch Campaign for its innovative debut of Protec(tint) Daily SPF Tint SPF 50, blending skincare with runway-ready cosmetics. Teaming up with designer Sandy Liang during New York Fashion Week, Supergoop became the first SPF brand to make models up exclusively with SPF-infused products. The campaign showcased a full makeup look using the SPF-forward lineup, including the unreleased Protec(tint). After the product’s launch, Protec(tint) quickly became a top-selling product at Sephora, with multiple sellouts and rave reviews. This campaign set a new standard in the beauty industry, proving SPF can seamlessly integrate into daily color cosmetics without compromising performance or style.
Carhartt and January Digital earned Best Use of Shoppable Content for the pair’s innovative holiday campaign on Snapchat, targeting Gen Z and millennials. Leveraging Snapchat’s AR technology, the campaign featured gamified lenses, a virtual retail store and a shoppable carousel that seamlessly blended brand storytelling with e-commerce. A gamified AR lens generated 14 million impressions in a single day, while Bitmoji integration reached an additional 21 million users. By delivering an engaging, multi-touch shopping experience, Carhartt enhanced brand awareness and purchase intent, while solidifying its market presence during the competitive holiday season.
Allison Ellsworth, co-founder and Chief Brand Officer of Poppi, secured the Founder of the Year award for her leadership in redefining soda for a new generation. Under her direction, Poppi has grown from a home-brewed idea to a category leader, boasting 188% sales growth and a presence in over 50,000 retail locations. This year, Poppi’s cultural impact was evident through its first New York City pop-up, a collaboration with Post Malone and a Super Bowl ad seen by 29.1 million households. With innovation, authenticity and a loyal fan base, Ellsworth has steered Poppi to exceptional success.
Explore all the 2024 Modern Retail Awards winners below — including a quick rundown of the campaigns and insights into why they won and what marketing teams can learn from them. Download the complete guide here.
Best Back-End E-Commerce Technology
Croissant + HATCH
Best Brand Collaboration
Boll & Branch x Prabal Gurung: Making of the Met Gala Gown
Best Community Engagement Strategy
STACKTˣ Storefront by STACKT & DS Studio
Best Customer Service Experience
Mila Cares Program: A dedicated customer care team
Best E-Commerce Experience
Albertsons Companies – A Connected Shopping Experience
Best Event
e.l.f. SKIN Ame.l.f.i Coast Beach Club Pop-Up
Best Expansion Strategy – NEW
Lovevery Extends Reach & Impact with The Reading Skill Set
Best Fulfillment Strategy
Pattern’s Fulfillment Solution Helps Consumer Brands Scale
Best Launch Campaign
Supergoop! Debut’s Protec(tint) Daily SPF on the NYFW Runway
Best Loyalty Program – NEW
KORRES Circle Loyalty Program – Launch of korres.com
Best New Store Concept – NEW
The Radio Flyer Store
Best Omnichannel Experience
Albertsons Companies – A Connected Shopping Experience
Best Personalization Strategy
Loyalty Redefined: Bath & Body Works x Movable Ink
Best Retailer/Agency Collaboration
Wondersauce & Brookfield Place
Best Subscription Strategy
Coterie
Best Transformation
Paul Smith & Cloudinary – Headless, Visual-First E-Commerce
Best Use of AI – NEW
StyleFile–Stitch Fix’s AI-Driven Style Personality Resource
Best Use of Shoppable Content
Carhartt x January Digital – Snapchat Holiday Success
Best Use of Technology
TreviPay & Lenovo: Transforming B2B Payments for Growth
Best Use of TikTok
IPSY – Glam-O-Ween TikTok campaign
E-Commerce Executive of the Year
Whatnot – Grant LaFontaine Co-founder and CEO
Founder of the Year
poppi – Allison Ellsworth, Co-Founder + Chief Brand Officer
Most Inclusive Retailer – NEW
Knix Introduces the New Redesigned WingWoman Contour Bra
Most Innovative Retail Model
Radio Flyer Store
Most Responsible Retailer
KORRES – Launch of Recycle Lab
Retail Startup of the Year
Rebelstork
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