Fast Moving Consumer Goods (FMCG)

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2023 BRONZE

Building a plant-based range from Dairy DNA.

In most markets fewer than 30% of brand extensions succeed. Few of those have to overcome an inherent contradiction between the product and the brand’s DNA: like plant-based vs dairy heritage. Fewer still have to engage a new segment and reboot their comms model to connect to them. This marketing effort helped a line extension not only stand on its own two feet, it offset declining penetration for Dairygold by exceeding sales and repeat purchase KPIs through a dynamic comms model that provides a playbook for modernising the master brand.

Brand: Dairygold
Client: Kerry Foods
Agency: Droga5 Dublin
Language: English

2023 GLOBAL GRAND CONTENDER

Protecting the World's Biggest Brand with a Smile

How do you protect the value of the world's biggest brand? With a smile! Colgate is the leader in oral care in most global markets. But erosion had begun, driven by category commoditization we helped create with functional communication that made no emotional connection. The business risk was significant– without changing course, we stood to lose $300+MM within years. So, we shifted investment to equity-building, reinventing Colgate as the Champion of Optimism, inspiring people to “Smile Strong.” By building strong emotional bonds, our brand once again thrived--even through the pandemic!

Brand: Colgate
Client: Colgate Palmolive
Agency: WPP Red Fuse
Language: English

2023 GLOBAL GRAND CONTENDER

Bless Your F*ing Cooch

When eos created a line of products made specifically for pubic use, we knew that launching in a market that considered the subject ‘taboo’ would be a challenge. Enter: TikToker Carly Joy, who dropped a tutorial on how to “bless your f*ing cooch” with eos shave cream. We teamed up to launch an official product featuring her verbatim instructions, resulting in 700 million+ earned impressions, 150k sold bottles, and a nearly 300% increase in quarterly growth rate and an outpouring of support from eos fans. Taboo? Not on our watch.

Brand: eos
Client: eos Products
Agency: Mischief @ No Fixed Address
Language: English