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. 

2021 SILVER

Fawazir Chevrolet: Bringing Back That Ramadan Feeling

Since the pandemic began, a reeling auto industry had been enticing a shrinking pool of car buyers with a constant barrage of price cuts and promotions. Chevrolet wanted to disrupt the Ramadan advertising scene and set its communications apart from 12 months of promotional clutter. We did so with a unique, brand-driven insight and idea. Tapping into the region’s nostalgia, we modernized a favorite childhood pastime, Fawazir riddles, transporting people back to a time when Ramadan felt like Ramadan – increasing Chevrolet brand consideration by 27% and sales by 31%.

Brand: Chevrolet
Client: General Motors Middle East
Agency: Commonwealth//McCann Dubai
Language: English

2021 BRONZE

Oreo-Feed: Watch, Shop and Play

OREO’s recipe campaign was born of data-based insights and true to the brand. By looking closely at our strategic value consumer and their habits, we were able to craft a campaign that spoke directly  to the people we sought to reach. OREO went from being irrelevant within Ramadan to the star of Iftar through a creative and engaging campaign that ticked boxes across the funnel. Thus, we were able to reverse the declining category trend leading up to that campaign and enjoy achieve commercial success for this beloved cookie brand.

Brand: Oreo
Client: Mondelez
Agency: Spark Foundry
Language: English

2021 BRONZE

From school bags to homes

Fruit-Bowls is not a product that grabs our attention, stimulating demand for itself. It's a middle-of-the-aisle product, not top-of-mind or on a shopping list. September/October, Back-to-school (BTS) season, contributes over 20% of Dole Fruit Bowl annual sales. However with the lockdown and schools closed, we needed to ensure this was not a miserable sales year. By making ‘fruit-bowls’ an emblematic, a non-literal coping phrase, for authentic quarantine moments - Dole Fruit-Bowls, got into the colloquial and stimulated demand during lockdown.  

Brand: Dole Fruit Bowls
Client: Dole Packaged Foods, LLC
Agency: Campbell Ewald
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