Commerce & Shopper: Challenger Brand Solutions

This is an award for smaller, new, or emerging brands making inroads against big, established leaders.

2019 GOLD

Supreme Source 10-Day Detox Pet Program

Despite two major competitive entrants in the category within key grocery accounts, the small, independent, family-owned brand of Supreme Source defended its space on shelf with a very minimal budget relative to the competition. Supreme Source disrupted the shopper’s routine with a compelling message and point of difference in the right places at the right times to help drive the best gross sales in company history. Supreme Source’s Detox campaign is a great example of marketing effectiveness by demonstrating how to spend smarter when you can’t spend bigger.

Brand: Supreme Source
Client: American Pet Nutrition
Agency: The Mars Agency
Language: English

2018 GOLD

Launch of the new rate plan and option Smart Zabugorische

Roaming charges is a big part of the operators revenues. But a lot of people don't use mobile service while roaming as they think its too expensive, and roaming options are too complicated and non-beneficial (the cost is high for a small volume of traffic). We decided to change peoples attitude towards roaming and thought - what could be more convenient and beneficial than a rate plan you are already using? We launched "Zabugorische" - option that allows using abroad voice call and data bundles that are already included in your rate plan at home. Dmitry Nagiev and Jeanne Claude Van Damm announced this sensational offer. The results exceeded our expectations: internet consumption grew up to 12 times more and voice minutes - by 40% more.

Brand: MTS
Client: MTS PJSC
Agency: BBDO Moscow
Language: English, Russian

2018 SILVER

Xfinity Mobile Launch

We know that shoppers are consuming data like never before, and that they seek to outsmart data plans with WiFi. Xfinity Mobile is the only carrier that gives subscribers access to 18 million WiFi hotspots AND the largest 4G LTE network in market. So now, shoppers can jump on and off WiFi whenever, wherever. And when they do need to use data, it’s at a great price. The solution drove shopper consideration, traffic and conversion, beating all goals and converting 5% of our competitors’ customers.

Brand: Comcast
Client: Comcast/XFINITY
Agency: FCB/RED
Language: English

FINALISTS

AAA (American Automobile Association)/ACG (Auto Club Group) Expect Something More From AAA, The Auto Club Group

Wasa Savor the 25th Hour with Wasa

Mondelēz International Timeless Holiday Favorites by HONEY MAID & NILLA - Kroger