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.

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

1998 SILVER

Live to play, play to live

Advertising created the conditions for Conde Nast to successfully launch their new title Conde Nast Sports for Women. By bringing to life its point of difference in philosophy and style, the advertising demonstrated that there was space for this title in the overcrowded women's magazine and sports magazine market. By positioning the magazine clearly and convincingly months before there was any tangible product, the title managed to gain the upper hand over another new entrant with greater credentials. The result was one of Conde Nast most successful new magazine launches.

Brand: Conde Nast Sports for Women
Client: Conde Nast Publications
Agency: Fallon McElligott Berlin
Language: English

1998 BRONZE

Zone Launch

A giant, plodding software company known for its operating systems and business apps wants to break into the ultra-hip hard core gaming market. The company has zero credibility with its audience, no track record, no hot products. And an image the audience openly ridicules. Our challenge was to completely reverse perceptions and win thousands of new members with a fraction of what their competition spends.

Brand: Internet Gaming Zone
Client: Microsoft
Agency: Anderson & Lembke, Inc.
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