Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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2009 BRONZE
Crayola Beginnings
Crayola wanted to get into the baby business and created a new line of products specifically for toddlers. The brand needed to communicate to Moms that only Crayola Beginnings offers a simple way to inspire creativity and special moments. Given Crayola's heritage and strengths in innovation, extending to toddlers seemed like a natural fit. However, Crayola's legacy provided a unique set of challenges - including getting consumers to think of Crayola as more than just crayons and getting Moms to a different location at retail.
Brand:
Crayola Beginnings
Client:
Crayola
Agency:
mcgarrybowen
Language:
English
2008 GOLD
Best Kept Secret
Set out to introduce the tenth anniversary Tickle Me Elmo (T.M.X.) toy with uncharted enthusiasm that projected the original into history. In short, plan a marketing phenomenon! The strategy was to keep Elmo's unique features under wraps through a big, melodramatically kept secret. The response was outstanding! 'Reveal Day' will go down in history as the toy industry's highest sales volume day ever! In recognition, the Toy Industry Association named T.M.X. Elmo the 2006 Toy Of The Year.
Brand:
Fisher-Price
Client:
Fisher-Price Friends
Agency:
Draftfcb
Language:
English
2005 SILVER
play. laugh. grow.
Strong new competition created a challenge for Fisher-Price whose sales and brand began to erode. Additionally, the brand had lost relevance wit the Gen-X mom of today. In order to re-energize the business, the campaign for infant toys needed to connect with the mom target in a contemporary, relevant and differentiated way. Moms today believe in the letting their children 'just play'. The strategy was to position Fisher-Price as an advocate for the power of play. The advertising communicated that Fisher-Price infant toys helped to unleash all the multi-dimensional benefits that play provides.
Brand:
Fisher-Price
Client:
Fisher-Price
Agency:
Young & Rubicam
Language:
English
FINALISTS
Sprite
Heat Happens - Don't lose to Heat
Google
Me Being Me, and Google Gets Me
Mastercard
Unknown Legend
