Marketing Innovation Solutions

This category awards single marketing activities or entire marketing programs. Cases may include actions or business ideas that have had an exceptionally positive impact on the market position of a brand, product or service.

2021 BRONZE

M&M's Messages

M&M’s needed to reverse multi-year declines on our valuable ‘core’ flavors. To do this, we needed to make our product more enticing to impulse consumers by securing more retail display space in stores. Our solution was to imagine a wholly new occasion for chocolate: buying chocolate to spontaneously celebrate everyday occasions with the people in your life, or what we called ‘impulse gifting’. As a result, we grew M&M’s product sales by as much as 2x the category, and grew penetration for M&M's by +1.5% despite category penetration declines. 

Brand: M&M's
Client: Mars Chocolate North America
Agency: BBDO New York
Language: English

2020 GOLD

The Whopper Detour

BK needed to generate excitement for its revamped mobile app with order-ahead functionality. Rather than using a typical coupon, we leveraged a powerful insight: With the new BK App, anywhere can be a place to order a Whopper – even a McDonald’s, turning their much larger footprint into ours. Rewarding customers with a $0.01 Whopper (when ordered from McD’s), we invited consumers to engage in the trolling fun, hitting #1 on both app stores, generating 1.5 million downloads in just 9 days, and an ROI of 37:1.

Brand: Burger King
Client: Restaurant Brands International
Agency: FCB New York
Language: English

2019 GOLD

Alepa Block Wish

Alepa Block Wishes transformed the way in which grocery stores determine their supply in Finland. With the help of a Facebook Messenger mobile phone chatbot, customers were able to request for their favourite products to be added to the shelves of their local Alepa store. By building Block Wishes inside of media that Alepa customers actively used. We managed to evolve from prehistoric Alepa store chain into a network of corner stores to hip local shops with unique selections.

Brand: Block Wish
Client: HOK-Elanto
Agency: SOK Media
Language: English

FINALISTS

PepsiCo (J7, Chudo, Bio Max, Domik v Derevne) "Breakfast battle" from PepsiCo and Pyaterochka

Lay's & Pepsi "People’s exclusive" feat. Timothy and Nadezhda Babkina from PepsiCo and Pyaterochka

J7 Fresh Taste J7 Fresh Taste. Hot News From Chilled Juice