New Product or Service Introduction or Line Extension

Any communications effort used to introduce a new product or service that is not a line extension.

2019 SILVER

Vkusomagiya, come true! An exceptional curd come true!

How to enter the market of dairy products for school children with healthy curds if children don’t like healthy food and competitors offer a great variety of products? To create something so surprising that a child not only agrees to eat it, but also wants to play with it. That’s how Vkusomagiya curds appeared: they consist of two layers that, mixed together by a child, create an unexpected third flavor. Did children like the curds? Even more than we expected: in 3 months we managed to get a 20% share of the segment and double the preference of the brand.

Brand: Chudo detki
Client: PepsiCo Holdings LLC
Agency: Rodnaya Rech
Language: English, Russian

2019 BRONZE

Making a Hero out of Carlton Zero

Australia is known as a beer loving nation. But with Aussies becoming more health conscious and drinking less alcohol in general, beer consumption has actually been on the decline for the last 40 years. This was troubling for Carlton & United Breweries for two reasons 1) it’s a brewery that makes most of its profit from beer 2) its namesake beer, Carlton Draught was seeing its audience fade away whilst failing to attract new consumers. The solution? Launch CUB’s first non-alcoholic beer, Carlton Zero and grow it to be the first, successful non-alcoholic beer of scale in Australia.

Brand: Carlton Zero
Client: Carlton & United Breweries
Agency: Clemenger BBDO
Language: English

2019 BRONZE

Digitale Offensive

Wo reine Informationen oder Strafandrohungen in der Kommunikation ganz klar versagen, machen die beiden überspitzten Videos mit einer ordentlichen PortionIronie klar den Punkt. So viele Views hatte Lufthansa Cargo noch nie auf YouTube. Gut dreimal so viele zusätzliche eService-Nutzer wie geplant. Jetzt kann Lufthansa Cargo digital richtig abheben.

Brand: Lufthansa Cargo eServices
Client: Lufthansa Cargo AG
Agency: REINSCLASSEN GmbH & Co.KG
Language: German

FINALISTS

McDonald's Rice - Hard to believe?

Tank Tank.. Clean water made easy

Stella Artois Unfiltered Stella Artois goes au Naturel to launch new Stella Artois Unfiltered