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.

2001 GOLD

Where will you stick yours?

With Polaroid's traditional business under threat, the company needed to evolve in two ways: 1) diversify their revenue stream and 2) establish a brand relationship with new users. Creating the I-Zone brand was an innovative way of using existing technology to build the company's revenue while connecting Polaroid with the camera buyers of the future (13-17 year-olds). Our advertising successfully positioned I-Zone as a "communications" device that helps teenagers socialize and make statements about themselves. I-Zone went from launch to market leader in three months.

Brand: Polaroid
Client: Polaroid Corporation
Agency: Goodby, Silverstein & Partners
Language: English

2001 SILVER

Habits

Procter and Gamble launched Dryel in September of 1999, as a radical at home alternative to dry cleaning. Therefore, quite a challenge lied ahead of the "Habits" campaign. Based upon key consumer insights, "Habits" worked to educate consumers of the functional benefits and relevance of Dryel as well as ease much of the natural fear and skepticism associated with this "new to the world" category. In essence, the campaign had to change the deeply seeded dry cleaning habit!

Brand: Dryel
Client: Procter & Gamble
Agency: Leo Burnett USA
Language: English

2001 SILVER

Chrysler PT Cruiser Launch

In April 2000, Daimler Chrysler launched the segment busting 2001 Chrysler PT Cruiser into the marketplace. The challenge was to make this unique looking, highly flexible vehicle a viable entry given the influx of so-called "hybrid" vehicles coming to market. Within three months of the launch, sales had far exceeded expectations, awareness and the consideration levels and additional Chrysler Brand benefits were recognized.

Brand: Chrysler PT Cruiser
Client: DaimlerChrysler AG
Agency: FCB Worldwide
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