Brand Content & Entertainment - Products

This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising.  The award honors branded content led ideas that are the heart of the communications program. 

2023 GOLD

Froot Loops World: From TV ads to World-Building

Froot Loops cereal was experiencing sales velocity decline (-17%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 48+ consecutive weeks of sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.¦Froot Loops cereal was experiencing a sales velocity decline (-17%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 20+ consecutive weeks of sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.¦The Metaverse has question marks. It’s largely undefined because of lack of ROI. But this story changes that. Froot Loops cereal was experiencing sales velocity declines (-17.7%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 48+ weeks of consistent sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.¦The Metaverse has question marks. It’s largely undefined because of lack of ROI. But this story changes that. Froot Loops cereal was experiencing sales velocity declines (-17.7%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 48+ weeks of consistent sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.

Brand: Froot Loops
Client: Kellogg Company
Agency: Leo Burnett Chicago
Language: English

2023 GOLD

Apologize the Rainbow

To revive momentum for its core business, Skittles needed to bring salience and appeal back to its basic product proposition. We rekindled the love by leaning into years of “hate” around the flavor change of green Skittles – bringing back the original lime flavor and apologizing to (literally) everyone who had complained about us taking it away.Brand content served as the lynchpin of this over-the-top corporate mea culpa, making the original Skittles experience top of mind once again, and boosting core sales 7.4% to their highest point in history.

Brand: Skittles
Client: Mars Wrigley North America
Agency: DDB Chicago
Language: English

2023 SILVER

Michelob ULTRA McENROE vs. McENROE

To push to be the country’s number one beer, Michelob ULTRA needed to stand out in an increasingly noisy category. Using never-before-seen technology, Michelob ULTRA enabled John McEnroe to play a real match against his past self, experiencing the joy he missed as a player. McEnroe vs. McEnroe challenged the win-at-all-costs mentality plaguing modern sports, providing a timely reminder of the brand’s motto: It’s only worth it if you enjoy it. The campaign lifted brand relevance/buzz +25%, earned over 3 billion impressions, and helped lift sales year-on-year by +15%.

Brand: Michelob ULTRA
Client: ABI, Michelob ULTRA
Agency: FCBNY
Language: English

FINALISTS

Coca-Cola Rewriting The Christmas Playbook

Cadillac Cadillac – Your EV Life

New York Lottery $1 Million Lucky Dogs