Multicultural - Products
Any effort for a product 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.
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2019 SILVER
Shine Your Way
Mexican imports either lean traditional or abandom Mexican roots, but neither approach reflects the hyphenated lifestyle of the bicultural experience in the U.S.–a prime space for Sol to establish a unique identity. Sol launched as the modern Mexican beer by targeting a group no one else was speaking to: the multicultural millennial. The campaign is the first genuine tribute to the Mexican-American culture. By celebrating their remixed lifestyle – a mashup of the traditional and the trendy – Sol is today's fastest growing Mexican import franchise.
Brand:
Sol
Client:
MillerCoors
Agency:
Alma DDB
Language:
English
2019 BRONZE
Talking The Talk: P&G Blackish Integration
In 2017, “The Talk” sparked a thoughtful, brave, and necessary conversation about racial bias. Influencers and cultural leaders helped push the message, first with black audiences, and then to wider audiences. P&G upped its commitment in 2018. An entire episode of sitcom “Black-ish” was written around “The Talk”, reaching a truly interracial audience.
Brand:
Procter & Gamble
Client:
Procter & Gamble
Agency:
BBDO New York
Language:
English
2019 BRONZE
Pantene Gold Series Tour
Pantene was launching Gold Series, its first full collection geared to African-American women, a segment fueling category growth. But this consumer viewed Pantene as a mainstream brand that didn’t understand how to care for her crown. Notably, Gold Series’ formulas were the result of a decade-long passion project of Black female P&G scientists. To make consumers take notice, we demonstrated Gold Series’ true roots—launching a six city tour to spark 1:1 engagements with key brand voices, encouraging trial and driving sales by showing her we saw her beauty.
Brand:
Pantene
Client:
Procter & Gamble
Agency:
Leo Burnett/Arc
Language:
English
FINALISTS
Kleenex®
Tissue Sessions for Change
Mucinex
Our Community Needs You Well
Miller Lite
Es Jose Time
