Commerce & Shopper: Brand Experience
This award features work that truly brought a brand, product or retailer to life – either literally or virtually – and interacted with shoppers to influence conversion.
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PROGRAM
2021 GOLD
TWIX Kicks
TWIX was losing younger users. Its first significant innovation in years - Cookies & Crème - wasn’t novel. Our unique hook: “cookies and cream” is slang for a black-and-white sneaker colorway, a coveted aesthetic. We created a wait-in-line-worthy brand experience by leveraging the obsessive nature of sneakerheads. TWIX Kicks’ meticulous commitment to authenticity ignited hype rarely seen for a candy launch: unsolicited celebrity endorsements, lines at drop events, and eBay resales made Cookies & Crème TWIX’s most successful innovation ever (6th biggest in category history), reversing franchise decline (+47.2% YoY).
Brand:
TWIX
Client:
Mars Wrigley
Agency:
Weber Shandwick
Language:
English
2021 SILVER
Trolli Deliciously Dark Escape
Snacking on sour candy and playing video games go hand in hand. So, Trolli set out to capture the attention of gamers. But, we knew we’d have to be authentic to truly win the trust of a savvy market. So we developed The Deliciously Dark Escape—a dark-web-themed video game that leaned into Trolli’s uniquely offbeat brand of humor. Gamers took the bait and spent almost 9 minutes engaging with our brand. Plus, we saw an over 18% lift in sales during our promotion.
Brand:
Trolli
Client:
Ferrara Candy Company
Agency:
VMLY&R
Language:
English
2021 BRONZE
case study
Brand growth typically requires reinvention. But as the original “anti-brand”, no name® brand rebelliously did the opposite by staying true to what it had always been: simple, straight up, yellow. We took no name® brand’s iconic look and literal voice and brought it to places where a discount packaged goods brand had no business being. As a result, the brand made people feel better about the quality of its products and sales growth outpaced national brands in Loblaw owned stores.
Brand:
no name
Client:
Loblaw Companies Ltd.
Agency:
john st.
Language:
English
FINALISTS
Trident
Chew Tunes
Woods
The Woods Parka Lodge
CVS
Beauty Mark
