Sustained Success

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2003 GOLD

The Bottle

The Bottle campaign launched an unknown vodka from Sweden into a heavily competitive market in 1979. After twenty-two years later of consistent advertising, Absolut is now the number two brand in the market, and the leading brand in terms of consumer measures, selling over four and a half million cases of vodka every year. The brand has grown in size in nearly every single year of its existence, including through two severe recessions. It has done all of this while retaining a significant premium price over its competition.

Brand: Absolut
Client: The Absolut Company
Agency: TBWA\Chiat\Day
Language: English

2003 SILVER

Great Lengths

In 1992, Bud Light was the #2 light beer, trailing significantly behind Miller Lite. The "Great Lengths" strategy calls for stories that gently poke fun at social conventions and, in doing so, demonstrate Bud Light's irreverent personality. "Great Lengths" has been so successful that it has inspired some of America's favorite advertising. And Bud Light is now the #1 beer in America, far and away the light beer leader!

Brand: Bud Light
Client: Anheuser-Busch, Inc.
Agency: DDB Chicago
Language: English

2003 BRONZE

Jack's Back

In January 1993, a tragic outbreak of E. Coli linked to Jack in the Box restaurants in the Northwest resulted in the death of four children and made hundreds seriously ill. Jack in the Box soon fell near bankruptcy as confidence in the brand disappeared. In January 1995, the new campaign, "Jack's Back," was introduced to save the brand and make Jack in the Box a viable competitor in fast food again. Nearly eight years and 175 spots later, the campaign helped Jack in the Box not only recover, but prosper with record sales and earnings, geographic expansion, and its stock price climbing 559%.

Brand: Jack in the Box
Client: Jack in the Box
Agency: Secret Weapon Marketing
Language: English