Youth Marketing - Products
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2021 BRONZE
The Charli
Cold brew is the fastest growing opportunity in the coffee space, largely driven by Generation Z’s passion for it. But as cold brew demand grew, Dunkin’ wasn’t keeping up with Starbucks. To drive relevance and trial, Dunkin' named a cold brew menu item after Charli D’Amelio, Dunkin' cold brew fanatic and TikTok’s biggest star. We developed a purely social/digital campaign with Charli to attract new customers to Dunkin's cold brew. The campaign had an immediate positive impact on cold brew sales and established a new generation’s affinity for Dunkin’.
Brand:
Dunkin'
Client:
Dunkin Brands
Agency:
BBDO New York
Language:
English
2021 BRONZE
Send Noods
Amid COVID-19 panic, our disrupted livelihoods had us yearning for comfort. With connections to others severed, we turned to comfort food to fill the void. Meanwhile, a competitor entered the Macaroni & Cheese category—Cheetos, a zeitgeist among younger consumers. Kraft needed to galvanize Millennial attention to maintain its position as market leader. Enter: “Send Noods.” On National Noodle Day, Kraft encouraged young adults to reconnect and send boxes of Kraft Mac & Cheese to their special someones. The response was astounding—and no one was talking about Cheetos.
Brand:
Kraft Macaroni & Cheese
Client:
The Kraft Heinz Company
Agency:
Mischief @ No Fixed Address
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
