Multicultural

Any effort whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g.  African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.   
 

1998 GOLD

Sabor A Todo Volumen

In a well developed, Hispanics represent an underdeveloped niche for Doritos. This campaign focused on making Dorito's bold flavors relevant to a young adult, hip, Hispanic target, with the positioning "Sabor A Todo Volumen" or "Loud Flavor". The campaign achieved an incremental growth of 32%, tripling the objective of 10%.

Brand: Doritos
Client: Frito-Lay, Inc.
Agency: Dieste Harmel & Partners
Language: English

1998 SILVER

Miami Sin/Con Pepsi

To turn the tide in Miami, Pepsi launched a local Hispanic campaign targeted at Cuban teens and young adults. The campaign developed a positive image for Pepsi by relating the brand to a cool, hip lifestyle in Miami, presented by two popular television personalities The goal of holding market share and improving Pepsi's image in the face of an onslaught by Coca-Cola was exceeded.

Brand: Pepsi-Cola
Client: PepsiCo
Agency: Dieste Harmel & Partners
Language: English

1996 GOLD

Real People Hispanic

Using our Real Hispanic Members in all aspects of our multi-media campaign, we accomplished our goals of generating leads, establishing brand identity and continuing to educate Hispanic consumers about their healthcare choices.

Brand: Oxford Medicare Advantage
Client: Oxford Health Plans
Agency: Young & Rubicam New York
Language: English

FINALISTS

McDonald's My Happy Table

OPPO Double Blessing

KFC Taco Juniors Never “lower their heads”