Sustained Success

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2004 SILVER

Is It In You?

The essence of the Gatorade brand comes to life in the "Is It In You?" campaign. It successfully met the brand's challenge of reinforcing, both emotionally and functionally, that Gatorade helps athletes fuel their will despite obstacles. Since its launch nearly six years ago, the Gatorade brand has doubled in size and grown in share, far exceeding expectations for a mature brand. Additionally, "Is It In You?" with the "colored sweat" technique continues to be an effective, proprietary way to educate a new generation of athletes about Gatorade.

Brand: Gatorade Thirst Quencher
Client: PepsiCo
Agency: Element 79
Language: English

2004 BRONZE

Special Pleasures

Sales of Hershey's Kisses climbed at a gradual rate through the early 1980's, but by 1988 they had stalled and begun to decline. The challenge was to dust off the brand and give it an everyday role in consumers' lives. The campaign would have to jumpstart the declining sales of an 82-year old brand with a media budget of less than half that of key competitors. The resulting "Special Pleasures" campaign first appeared in 1989; over the next 14 years, Hershey's Kisses became one of the most profitable and enduring candy brands in the world.

Brand: Hershey's Kisses
Client: The Hershey Company
Agency: Ogilvy & Mather
Language: English

2004 BRONZE

Works Like a Check...Only Better

Advertising created the conditions for Conde Nast to successfully launch their new title Conde Nast Sports for Women. By bringing to life its point of difference in philosophy and style, the advertising demonstrated that there was space for this title in the overcrowded women's magazine and sports magazine market. By positioning the magazine clearly and convincingly months before there was any tangible product, the title managed to gain the upper hand over another new entrant with greater credentials. The result was one of Conde Nast most successful new magazine launches.

Brand: Visa Check Card
Client: Visa, Inc.
Agency: BBDO
Language: English