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 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

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

FINALISTS

Nuevos Tiempos Mega Reventados y agrandados

Salami Chips Induveca con Platanitos El Verdadero Snack Dominicano

Banco Popular Dominicano "ISI" a la primera