David vs. Goliath
This is an award for smaller, new or emerging brands making inroads against big, established leaders; taking on "sleeping giants;" or moving into a new product/service field beyond their current category and set of competitors.
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PROGRAM
2013 SILVER
Mezamashii Run Project
Mizuno had just 7% brand favorability, a running shoe that felt hard and stiff on the sales floor and 1% of the industrys ad spend to work with. But they knew that runners logging more than 20 miles a week would prefer Mizuno shoes if they could just TRY them instead of merely TRY THEM ON. When a word-of-mouth campaign called The Mezamashii Run Project put shoes on running feet, both favorability and store sales increased. And a sustainable community of fans who are now wear-testing Mizuno products was born.
Brand:
Mizuno
Client:
Mizuno
Agency:
McKinney
Language:
English
2012 GOLD
A Love Story About Yogurt
This is the story of a young yogurt company going head-to-head with industry goliaths who controlled two-thirds of the market and had 20X the budget. This case explains how with fresh eyes we were able to see flaws in category conventions and introduce our yogurt in a completely new way. A way that we discovered was true to how early adopters felt. It shows how far an underdog brand can go when they take the emotional high ground, appealing to consumers hearts, not heads. All the way to the top.
Brand:
Chobani
Client:
Chobani
Agency:
Gotham Inc.
Language:
English
2012 SILVER
Eat 'Em Like Junk Food
The "Eat 'Em Like Junk Food" campaign marked the first branding effort for Baby Carrots and an entirely new approach to getting Americans to eat their veggies. The campaign transformed the carrot business, reversed record declines in category sales, and ignited a cultural conversation around healthy snacking that didn't exist prior.
Brand:
Baby Carrots
Client:
Bolthouse Farms
Agency:
CP+B
Language:
English
FINALISTS
Patelco Credit Union
Making the Switch: Patelco's Data-Driven Brand Campaign
Time Internet
Time Disrupts With Kabel Besar
Guardian Insurance
No lo dejes a la suerte, déjalo con Guardian
