This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of more than one year and a period of at least six months of upturn sales.
Snack Strong Productions
How do you create marketing relevant to a generation of 16 -24 year olds? You ask them to create it with you. In 2007, to reverse declining sales & growth from years of inconsistent marketing that had failed to shift gears and stay relevant to their heaviest using consumers, Doritos created the 'Snack Strong Productions' campaign. Snack Strong Productions treated Doritos less like a chip company and more like an entertainment company, repositioning Doritos' core youth audience from 'snack eaters' to co-authors of the Doritos brand.
Client: Frito-Lay, Inc.
Agency: Goodby, Silverstein & Partners
The "IER" Campaign demonstrates how Perrier puts an unconventionally sophisiticated twist on things to successfully change perception and build interest among 20-30 somethings and rebuild distribution in bars and night clubs in influential markets.
Client: Nestl USA
Agency: Ogilvy & Mather
Nintendo dominated the videogame console market in the late 80s and early 90s but fell behind as industry newcomers fought for hardcore gamers. To revive the brand, Nintendo invited families that were turned off by the violent games that dominated the market to play, showing them that gaming could be fun again and that Nintendo Wii was a viable family entertainment device. Nintendo came roaring back and assumed a dominant share position by late 2006/early 2007 as it once again became the force to be reckoned with in the videogame industry.
Client: Nintendo of America
Agency: Starcom MediaVest Group