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.

2000 SILVER

Lose The Spoon

In order to overtake Dannon and become the #1 brand in the Total Yogurt Category, Yoplait knew that the way to accomplish that goal would be through driving category growth with product innovation. Since the Kid Segment of the Yogurt Category is the only area that is consistently growing, the answer was to launch Go-Gurt - a revolutionary new yogurt that comes in a squeezable tube so it can be enjoyed anytime anyplace. A brand new product with all-new benefits - portability and no need for constant refrigeration - Go-Gurt's mission was to bring new users into the category in order to catapult Yoplait past Dannon. Yoplait could cot have planned it any better: Go-Gurt has become the fastest selling kid yogurt in the category and it's incremental sales gave catapulted Yoplait into the #1 brand in the Yogurt Category.

Brand: Yoplait GOGURT
Client: General Mill, Inc.
Agency: Saatchi & Saatchi
Language: English

2000 BRONZE

What's Shaking

McDonald's shakes up the fast food salad category by adding more variety and fun to their menu with McSalad Shakers.

Brand: McDonald's McSalad Shakers
Client: McDonald's Corporation
Agency: DDB Chicago
Language: English

1999 GRAND

Viva Gorditas!

Viva Gorditas!! A small dog makes all the difference in launching a new product-achieving double the sales mix levels vs. test market Chihuahua-less advertising was used. This campaign helped Taco Bell enjoy their most successful new product launch in their 36 year history

Brand: Taco Bell
Client: Taco Bell Corporation
Agency: TBWA\Chiat\Day
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