Regional

FILTER BY:

PROGRAM

2022 GOLD

Waking Aussies Up To Goodness

In a fragmenting category, oats had fallen out of favour and were no longer the flavour of the day for young Aussies; an issue for the market-leading, heritage brand Uncle Tobys. So, Uncle Tobys repositioned themselves with a new voice and perspective on the world, changing the way young people saw the brand AND the product. Through a nationwide ‘oatervention’ with supporting contextual creative, Uncle Tobys woke young Aussies up from their superficial behaviour and helped them find true fulfilment in a wholesome bowl of oats.

Brand: Uncle Tobys Oats
Client: Nestlé Australia
Agency: Ogilvy Sydney
Language: English

2022 SILVER

It’s Okay To Pee In Your Pants

He has to pee very often. At times, it’s involuntary. It’s bad, he has stopped going out. He doesn’t want to use diapers because they’re for babies. Even admitting he has a problem implies loss of manhood. This is the plight of millions of Indian men who abort their active lives because of urinary incontinence. Friends made peeing in pants acceptable for men who wouldn’t even admit that they had a problem — by ‘normalizing’ it. Our campaign helped 6,72,167 Indians resume life as normal and grew brand sales by 18%.

Brand: Friends Adult Diapers
Client: Nobel Hygiene
Agency: The Womb Communications
Language: English

2022 BRONZE

Inverting conventions to win

This is a case about how a native Indian cola brand, Thums Up, went against all odds to become a market leader at a time when COVID-19 tore through the carbonated beverage industry. The secret to Thums Up’s success was an outcome of the brand’s courage to overturn traditional cola marketing conventions on their head. Instead of delighting the over-delighted urban youth, Thums Up went all out to appeal to the upcountry Indian youth. The efforts led to a 56.91% increase in Quarterly sales compared to the corresponding pre-pandemic quarter

Brand: Thums Up
Client: Coca-Cola India
Agency: Ogilvy Gurgaon
Language: English