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.

1999 SILVER

MACH 3 Launch

The Gillette MACH3 Launch campaign was designed to introduce, in a traditionally low consumer interest category that is filled with current brand inertia the most significant product breakthrough in a generation-- a radical new shaving system that looks and performs like nothing anyone has ever seen before. Through a multifaceted communication explosion, MACH3 has already become the best selling razor on the market and has out performed the extraordinarily successful Sensor launch, which was characterized by one analyst as "the single most successful consumer product introduction in the history of this planet."

Brand: Gillette MACH3
Client: Gillette Company
Agency: BBDO New York
Language: English

1999 BRONZE

Colgate Total Launch

After 30 years of being "#2", Colgate eclipsed Crest with the launch of Colgate Total to become the#1 toothpaste brand. This uniquely long lasting, multiple benefit toothpaste achieved market share leadership in its first month and held it, despite aggressive counter moves by Crest.

Brand: Colgate Total
Client: Colgate-Palmolive Company
Agency: Young & Rubicam New York
Language: English

1998 GOLD

INSTEAD Pacific Northwest Launch

INSTEAD was a new alternative to tampons that offered longer wear time and comfortability. Despite its great benefits, women were apprehensive about trying such an unusual-looking product and needed to understand its function and its fit within their internal anatomy. Consumer insight revealed education about women's bodies was necessary and that leveraging the active female inventor would help them overcome their apprehension. Led by a 30-minute "Edu-mercial" program, the integrated marketing campaign achieved over 135,000 request for samples, generated advertising awareness on par with the established competition, and propelled INSTEAD to 4.8% dollar share in the internal feminine protection category.

Brand: INSTEAD
Client: Ultrafem, Inc.
Agency: Bozell 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