Personal Care
Body wash, cotton swabs, deodorants, feminine hygiene products, soap, razors, shaving cream, toothpaste, etc.
FILTER BY:
PROGRAM
2016 BRONZE
Prepare for the Second Hug
Moms don’t think about diapers until their baby is born and they receive them at the hospital. The procurement department makes the decision about the one thing that touches her baby’s skin from the moment he or she is born. We needed mom to take control and not let her baby’s care be outsourced, so we got mom to choose her diaper before she had baby. Since the beginning of the effort, the brand has seen an ROI of 2:1.
Brand:
HUGGIES
Client:
Kimberly-Clark
Agency:
Ogilvy & Mather
Language:
English
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
FINALISTS
Lifebuoy Shampoo
Lifebuoy Shampoo - Onion, Naturally Strong
Spa
Más que Arte es renovARTE
Close Up
As soon as you open your mouth
