Personal Care
Body wash, cotton swabs, deodorants, feminine hygiene products, soap, razors, shaving cream, toothpaste, etc.
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PROGRAM
2015 GOLD
Smellcome to Manhood
For years, AXE dominance in the body sprays category had gone largely uncontested. With over 80% of the market they have a monopoly over young guys. So how could Old Spice compete? We used moms to turn our sprays into a symbol of transition from boyhood to manhood, and told that story from the perspective of their moms. The campaign helped Old Spice win the battle of the buzz and engagement as well as growing the business in double digits for the first time in the history of the brand.
Brand:
Old Spice
Client:
Procter & Gamble
Agency:
Wieden+Kennedy
Language:
English
2015 SILVER
Save the Undies!
In its third year after launching with a bang, UbyKotexs sales began to plateau. To move beyond challenger brand position, UBK needed to topple the immense levels of trust in the category leaders Always and Tampax. Trust that was based on erroneous beliefs in products that actually fail girls on a staggeringly regular basis. In an unprecedented approach, UBK exposed the truth. We gained 23% in trust equity and over half a share point on Always- an amount totaling $18.9 million in the first 5 months of the campaign.
Brand:
U by Kotex
Client:
Kimberly-Clark
Agency:
Ogilvy & Mather
Language:
English
2015 SILVER
Always #LikeAGirl
Girls experience the biggest drop in confidence during puberty, around the same time as their first period. As a society, we contribute to that drop, often without even recognizing it. Always wanted to change this, so they created a rallying cry to reverse the meaning of a common playground insult to champion girls confidence through the #LikeAGirl campaign. #LikeAGirl gave life to our brand purpose and inspired our target. It created a global movement with 76MM views and spread beyond our wildest expectations!
Brand:
Always
Client:
Procter & Gamble
Agency:
Leo Burnett Chicago
Language:
English
FINALISTS
Close Up
As soon as you open your mouth
Closeup
Getting young Egyptians to ‘care’ about oral care
P&G Always
The Not Hot Periodwear
