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 BRONZE

A Man Who Knows His Diamonds Campaign

Blue Nile was launched in 1999 with one core challenge - to make people feel comfortable with the idea of buying a diamond, sight unseen, over the Internet, from a company they'd never heard of. We realized that by speaking directly to men (while the competition focused on women) we could differentiate Blue Nile as a solution to the apprehension men inherently feel when faced with buying a diamond. Our marketing campaign framed the Blue Nile site as a no-pressure place where men could come to learn, receive guidance and, ultimately, make the perfect purchase. The results more than exceeded the company's launch goals and established Blue Nile as a category leader in six months.

Brand: Blue Nile
Client: Blue Nile
Agency: Leagas~Delaney San Francisco
Language: English

2000 GOLD

drugstore.com launch campaign

Drugstore.com was positioned as the solution to the hassles found in traditional brick and mortar drugstores. Through advertising, we demonstrated the values of shopping online by addressing consumers privacy concerns and highlighting the wealth of information and guidance available. As a result of the campaign, sales increased significantly and drugstores.com was able to take the leadership position in the category and the #7 position in the online marketplace.

Brand: drugstore.com
Client: drugstore.com, Inc.
Agency: McCann-Erickson Seattle
Language: English

2000 SILVER

Sharing & Connecting

The advertising objective was to create a new category and establish a new behavior by 1) effectively educating consumers about the benefit of Febreze and 2) helping to drive trial and consumption of this new product by providing relevant situations for product use. In doing so, the advertising would also help overcome consumer skepticism about the product's claim to clean away odors on fabrics, and build brand equity as defense against anticipated competitive entries.

Brand: Febreze
Client: Procter & Gamble
Agency: Grey
Language: English

FINALISTS

McDonald's Rice - Hard to believe?

Tank Tank.. Clean water made easy

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