Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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2021 BRONZE
Whatever
How does a fizzy drink that’s fizzling out, with no positive sentiment among drinkers in a shrinking soft drinks category, go to bat against goliath Coca-Cola during a global pandemic? By embodying the zeitgeist of its Gen. Z drinker: “Whatever.” Results? RC Cola reversed the sales decline caused by the government’s sugar tax, increased sales of flagship RC Cola Mega by 67%, and raised positive sentiment about the brand by 25% during a pandemic—when Filipinos had no reason to be drinking a celebratory soda.
Brand:
RC Cola
Client:
ARC Refreshments Corporation
Agency:
GIGIL
Language:
English
2021 BRONZE
You Do You
In order to turn around the Kraft Dinner business which had been in decline since 2016, we designed a platform that provoked Canadians to take ownership over KD and hack their mac in weird and wonderful ways. This allowed us to reverse historical declines in our business, delivering a 27% increase in sales and 4 point increase in market share. Beyond that, we saw equity grow with a new target who KD wasn’t previously connecting with. The You do You platform took the brand from historical declines to exponential growth.
Brand:
Kraft Dinner
Client:
Kraft Heinz
Agency:
Rethink
Language:
English
2021 BRONZE
Create With Galaxy
Samsung was lacking in brand affinity with the youth; our one sided ads weren't cutting through. So instead of speaking at them, we invited them to co-create a campaign together. We created an original song that acted as a rally cry to all the creators. The song became a streaming hit. People heard us and actively participated, creating over 4500 pieces of unique content. Most importantly, purchase intent grew by 41% and market share increased by 7.87%, with Samsung surpassing its biggest competitor, Apple.
Brand:
Galaxy Devices
Client:
Samsung Gulf Electronics
Agency:
Cheil MEA
Language:
English
FINALISTS
Forward for Education
The big brother comeback
What's Up
The land of Whatsupia
Rivaj Cosmetics
I Set my Own RIvaj - Rivaj Cosmetics
