Youth Marketing - Products
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2023 BRONZE
A New Day for the M&M'S Characters
Breaking with a proven playbook is daunting for any marketer, especially America's second-largest chocolate brand. But that's exactly what M&M'S did to reignite the interest of a generation that's allergic to paid advertising and ad-like objects, and highly skeptical of brands. To launch our new brand purpose, we broke fundamental rules of our mass-marketing playbook: we changed billion-dollar brand assets, went against our fans, and put PR before paid media. The resulting changes to our characters put M&M'S back in youth cultural conversation in a huge way.
Brand:
M&M'S
Client:
Mars Chocolate North America
Agency:
BBDO New York (United States of America)
Language:
English
2022 SILVER
The New Axe Effect
AXE was once iconic, and its effect was relevant. But culture moved on and left AXE behind. After years of declining sales and penetration, Axe went back to its roots with a fresh take on attraction inspired by the open, inclusive, exciting attraction playground ushered in by Gen Z and a simple idea that when you smell good, life opens up a world of possibilities. The New Axe Effect made the brand relevant to a new generation and grew sales and penetration after nearly a decade of decline.
Brand:
AXE
Client:
Unilever
Agency:
The Martin Agency
Language:
English
2021 SILVER
Shady Sam
Americans are borrowing money without understanding how loans work. And they definitely don’t understand how loan terms are manipulated. No wonder our collective debt is $14 trillion. Enter Shady Sam, a browser game that teaches the tricks of loan terms by having you play as a shady lender. The goal of the game: Issue loans that make your company the most money. Rip off unsuspecting borrowers. Get cool stuff for your desk. The results so far: 380,000 kids who will never be ripped off by a lender in real life.
Brand:
Next Gen Personal Finance
Client:
Next Gen Personal Finance
Agency:
McKinney
Language:
English
FINALISTS
Frigo Cheese Heads
Frigo Cheese Heads shifts from “Please Moms” to “Mom Pleeeeeease!” and earns cool points with tweens
AXE
Launching the Fine Fragrance Collection
Coca-Cola
A Taste of Space – Coca-Cola Creations Starlight
