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.

2010 BRONZE

Truvia Natural Sweetener Launch

Truvia(tm) Natural Sweetener was launched in the US market in the 4th quarter 2008 as the very first natural sweetener alternative. The brand introduced an entirely new segment of the sweetener category to an already skeptical user base. Truvia (tm) brand focused on a key point of differentiation - honest sweetness. Something that no other brand could own. The brand has surpassed all goals and expectations achieving 5% market share and over 30% brand awareness within the first 6 months of its launch.

Brand: Truvia Natural Sweetener
Client: Cargill
Agency: Ogilvy & Mather
Language: English

2009 GOLD

Axe Detailer: The Manly Shower Tool

Axe shower gel faced a challenge that communications alone couldn't solve. While guys loved the brand, they were still using their grandpa's bar soap, and nothing could get them to give it up. So the brand invented a new kind of product to turn Axe shower gel into a Trojan Horse that rendered bars obsolete: the first manly shower tool. Called the Detailer, it was introduced in a cheeky carwash-themed campaign. It's now the best-selling product in the entire Axe portfolio and has helped lift Unilever's shower gel sales by 17%.

Brand: AXE
Client: Unilever
Agency: BBH
Language: English

2008 GRAND

Wii Would Like to Play

The video game industry built walls around itself, desperately keeping its most ardent users in, while inadvertently shutting casual and non-gamers out. Enter Wii: Nintendo's revolutionary product designed to make gaming accessible for everyone. Instead of embracing an obvious strategy, namely fawning over the prized teenage male gamer, Wii targeted his mom, dad and grandmother. While our competition catered to a narrow audience, Wii invited everyone to play. The result? Wiis have been sold out nationwide since launch and ignited a cultural phenomenon in how people experience video games.

Brand: Nintendo
Client: Nintendo of America
Agency: Leo Burnett USA
Language: English

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