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.
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PROGRAM
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
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
FINALISTS
Nuevos Tiempos
Mega Reventados y agrandados
Salami Chips Induveca con Platanitos
El Verdadero Snack Dominicano
Banco Popular Dominicano
"ISI" a la primera
