Seasonal Marketing- Products
Seasons, holidays and events allow marketers the opportunity to build strategic communications based on the time-based interests of their target audience. This category will honor those efforts that effectively capitalized on a season, holiday or cultural event to drive results for their business.
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2023 GOLD
Beernaments
Beernaments proved that while brands may face barriers beyond their control, they can still carve a space for themselves by thinking beyond their products’ boundaries. We thought outside the can and created a consumption moment for Miller Lite during the holidays, when typically only hard liquor and wine are invited to parties. We showed that the celebration only starts when Miller Lite walks in— the daily Beernaments drop sold out in less than 2 minutes during the program, contributing to the brand’s strongest monthly growth in 5 years.
Brand:
Miller Lite
Client:
Molson Coors
Agency:
ALMA DDB.
Language:
English
2023 SILVER
Mayo Tackles Food Waste
The mayonnaise category and Hellmann’s experienced sales decline. While America knows and loves Hellmann’s, it often only comes to mind as a condiment for making sandwiches tasty. We defined a new, meaningful role for the brand – Hellmann’s as an ingredient to reduce food waste, an ingredient to transform disparate, leftover ingredients into delicious dishes. We used the second largest day of food waste, Super Bowl, as the campaign platform. The result: +16.8% sales lift while motivating 71% to reduce food waste at home.
Brand:
Hellmann's Best Foods
Client:
Unilever
Agency:
WUNDERMAN THOMPSON
Language:
English
2023 BRONZE
The Not Hot Periodwear
Always, a leading personal care brand globally and in KSA, was grappling with newer, cooler competitors. To launch its Cool & Dry pad with a cooling top-sheet, Always tapped into the unbearable experience of women’s periods during the scorching Saudi Summers. Introducing: The Not Hot Periodwear collection. Always transformed a product launch into the debut of the world’s first-ever designer Periodwear. It bypassed taboos, resonating with young Saudi women. In turn, Always earned significant media value, boosting its brand health, purchase intent, and sales.
Brand:
P&G Always
Client:
P&G Dubai
Agency:
Publicis Groupe - Leo Burnett Middle East
Language:
English
FINALISTS
Walmart+
The Mother of All Savings Memberships
Coors Light
The Official Beer of Everything Unofficial This Summer
Campbell's Condensed Soup
Move Over Turkey, Campbell’s Celebrates and Owns Sides Season
