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.

2012 SILVER

EOS is Reinventing Lip Balm

EOS, a brand new beauty brand, broke into one of the top spots in the highly competitive lip balm category, working with tiny budgets in the face of rich multi-nationals. How did they do it? By developing a product so thoughtfully made for women that it re-framed womens' expectations of what a lip balm actually should be, and in doing so, it transformed the very category itself. EOS has become a must-have fashion accessory with hordes of brand evangelists in an otherwise highly functional and low-interest category.

Brand: EOS Smooth Sphere Lip Balm
Client: EOS
Agency: Juniper Park
Language: English

2012 BRONZE

"A Blast of Hydration"

Up against a big spending, category dominant competitor and consumers skeptical of higher blade counts, Schick set out to launch their new Hydro razor. Global research had shown that guys wanted more from their shave, going beyond just removing hair to caring for their skin in the process. With this insight, Schick developed and launched Hydro with an unexpected blast of hydration. The launch far exceeded sales and share goals, and the insightful positioning resulted in an unusually high brand bonding score for a new brand with a small presence.

Brand: Schick Hydro
Client: Energizer Personal Care
Agency: JWT
Language: English

2011 GOLD

Kia Soul Takes on Scion xB & Nissan Cube

In the "boxy" segment, two Goliath nameplates ruled supreme: Scion xB (owned by Toyota) and Nissan Cube. When Kia launched Soul, their entrant to the "boxy" segment, they needed to start a conversation with a younger audience than they ever had before. But establishing a contemporary identity wasn't enough; Soul would need to de-position bigger-spending Scion and Nissan. Soul's "A New Way to Roll" embedded itself squarely in popular culture, connected with a whole new audience, sold the cars, and ended up dominating the "boxy" car market.

Brand: Kia
Client: Kia Motors America
Agency: David&Goliath, LLC
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