Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
FILTER BY:
PROGRAM
2004 BRONZE
Berry Sweet Launch
The goals of the "Berry Sweet Launch" campaign were to successfully launch the Strawberry Shortcake brand and become a key player in the doll and mini doll categories within the first three months of launch. Our goals were met and exceeded with a campaign that simply introduced "Strawberryland" as a relevant, fun place that let little girls be little girls without provocative teen "aspirational" messages used exhaustively by our competitors.
Brand:
Strawberry Shortcake
Client:
Bandai America
Agency:
JWT
Language:
English
2002 BRONZE
Commitment
Bandai faced the challenge of introducing a confusing new hybrid toy -- based on the Gundam entertainment brand -- into the declining model kit category. By leaving the brand's underground appeal, the $1.2 million advertising campaign helped Gundam capture 29% of its market while handily beating Bandai's $20 million sales goal by several million dollars.
Brand:
Gundam
Client:
Bandai America
Agency:
JWT Los Angeles
Language:
English
2001 GOLD
Oh, the possibilities!
New competition created a strong challenge for Fisher-Price whose sales and brand had begun to erode. In order to re-energize the business, the campaign for infant toys needed to breakthrough the intense TV toy clutter to generate new excitement and purchase interest among moms. Because moms today seek to maximize the enrichment they provide their infants, the strategy was to infuse Fisher-Price with new fun energy by linking their toys to a richly dramatic, "over-the-top" experience that yields maximum developmental benefits for the child. The advertising positions Fisher-Price infant toys as the key to unlocking an unlimited world of possibilities for the child.
Brand:
Fisher-Price
Client:
Fisher-Price
Agency:
Young & Rubicam New York
Language:
English
FINALISTS
Sprite
Heat Happens - Don't lose to Heat
Google
Me Being Me, and Google Gets Me
Mastercard
Unknown Legend
