Sustained Success

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2008 SILVER

No Matter What

In 2002, we set out to make Orbit the first true power brand in the gum category. Leveraging the insight that teens and young adults feel their best when their mouths are clean, we developed a campaign that demonstrates in a fun, witty manner that Orbit can clean up any mouth, no matter how dirty. Only two years into the campaign Orbit overtook their main competitor and now leads them in sales 2 to 1 with overall sales increasing 400% since launch.

Brand: Orbit
Client: Wm. Wrigley Jr. Company
Agency: Energy BBDO
Language: English

2008 BRONZE

The Milk Mustache Campaign

The Milk Mustache campaign put a new face on a bland commodity. For 13 years, over 250 of the world's biggest celebrities have appeared in the now famous Milk Mustache campaign. From the start, the goal of the campaign has been to smash the commodity cycle and establish milk as a beverage worth paying more for. The campaign has helped reverse a 30-year decline in milk sales and along the way has become a pop culture icon.

Brand: The Milk Processor Education Program
Client: Milk Processor Education Program
Agency: Lowe Worldwide
Language: English

2008 BRONZE

Hospitaliano

When the 'Hospitaliano' campaign was developed, Olive Garden was on the verge of going out of business. New competitors were copying the brand outright, and it was being dramatically outspent. The work was designed to create a powerful connection with consumers that would, in turn, stem double-digit declines in sales and resurrect the brand's leagership position in value. Since the campaign was launched, Olive Garden has had ten years of uninterrupted growth, has the strongest emotional connection to consumers in the category and is #1 in value.

Brand: Olive Garden
Client: Olive Garden
Agency: Grey New York
Language: English