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.

2003 SILVER

Icon

Seeking to reach an under-explored consumer segment within the growing bottled water market, the makers of Gatorade introduced Propel Fitness Water, a lightly flavored, vitamin-enhanced water. The Propel "Icon" campaign provided the target with a compelling reason to rethink their current bottled water by offering the question -- "What if Gatorade made water?" The "It's how Gatorade does water" idea provided both an introduction of a new type of water, and a meaningful point of difference vs. other offerings. -- Less than 9 months into the national launch, Propel has exceeded expectations. Propel's advertising answers its own question, "What if Gatorade made water?" Success!

Brand: Propel Fitness Water
Client: Quaker Oats Company
Agency: Element 79
Language: English

2003 SILVER

GE 4D Ultrasound Machine Launch

GE introduced new 4D ultrasound technology targeting both consumers and medical professionals. The emotionally driven advertising attempted and achieved some of the highest brand affinity scores ever monitored, doubled sales objectives and generated unprecedented interest in the Voluson 730. With TV as the primary medium, a multi-channel effort including print, online, sales efforts and PR proved the right combination for a successful product launch.

Brand: GE Voluson 730
Client: General Electric Company
Agency: BBDO
Language: English

2003 BRONZE

T-Mobile California Launch: July 18 - August 31, 2002

Just what the world needs, another wireless carrier. A new brand was entering the most competitive category (wireless) in the most competitive market (California). Tasked with achieving aggressive awareness and activation goals in a limited period of time, T-Mobile seized an opportunity to breakthrough by reeducating a cynical and savvy customer through a pre-emptive value equation of "Get More". Through a disruptive mix of media & creative messaging (television to taxi cabs) T-Mobile has surpassed their business goals within the first 6 weeks of launch.

Brand: T-Mobile
Client: T-Mobile USA
Agency: Publicis in the West
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