Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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PROGRAM
2014 GOLD
Generation Know
U by Kotex led the fem care category in being the cool, edgy brand, but competitors were attacking us as style over substance. We needed to build meaning around U by Kotex, making it a force of genuine, positive change for girls. Taboos around vaginas damage young women, so we created Generation Know to bring about the first generation of girls who were empowered and informed about their vaginas. Hundreds of thousands of girls helped us spread knowledge, change societys views on feminine health, and increase sales 18%.
Brand:
U by Kotex
Client:
Kimberly-Clark
Agency:
Ogilvy & Mather
Language:
English
2014 SILVER
Ugly truth
Faced with an apathetic audience and brand awareness numbers down to 28%, truth needed to relaunch. It was no longer enough to expose teens to tobacco facts in an interruptive manner. Millennials expect brands to give them a way to express themselves. So, we broke through by asking teens to decide which is the single worst fact about Big Tobacco. The campaign generated a 20 percentage-point increase in brand awareness and around 70% of 13-17 year olds said that the ads made them feel more negatively towards Big Tobacco.
Brand:
Truth Initiative
Client:
Legacy for Health
Agency:
Arnold Worldwide
Language:
English
2014 BRONZE
I'd &*@! Me
Philips Norelco was king of the electric shaving and grooming category, which had been flat for ten years. In order to grow, we had to woo a completely new audience: 18-24 year old men. We won them over by showing them we understood why they groomed, and by speaking to them in a language that no electric tool ever had. Not only were we able to sell them on Philips Norelco, but we created a shift in the entire electric shaving and grooming category.
Brand:
Philips Norelco
Client:
Philips Norelco
Agency:
Ogilvy & Mather
Language:
English
FINALISTS
Sprite
Heat Happens - Don't lose to Heat
Google
Me Being Me, and Google Gets Me
Mastercard
Unknown Legend
