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.
The Great American Try-On
Depend wasn't resonating with boomers and was losing share to Private Label. The category hadn't experienced true innovation in years. Depend was finally bringing breakthrough products to market, but at a 50% price premium, consumers didn't believe it was "like real underwear." That was until they tried it first-hand. Thus, "The Great American Try On was born. As a category changing idea, this campaign asked all of America to try the new Depend and experience the difference. The idea garnered 1 billion media impressions in one month and sales reached a 3-year high.
Client: Kimberly-Clark Corporation
Agency: Ogilvy & Mather
Not Your Average Chocolate
After M&M'S was dethroned as the #1 chocolate in America by Reese's, the brand sought to regain its rightful ranking in the chocolate category. Research identified a unique challenge: consumers no longer associated M&M'S with chocolate; instead they mistook it for candy. To remind consumers M&M'S are 100% pure milk chocolate, we debuted the Ms. Brown M&M, which consumers actually believed to be more chocolatey than any of the other colors. She was the perfect spokeswoman. The Super Bowl spot ranked #1 and sales increased at more than double the category growth.
Client: MARS Chocolate North America
Agency: BBDO New York
Finding the Buried Treasure: the Return of Captain Morgan
This is the story of a 17th century icon making 21st century headlines. After a number of years of decline, Captain Morgan was a brand that was loved but not respected. This is a category where consumers effectively 'drink the label', so its a case of how a great story can bring new life to an aging brand.
Brand: Captain Morgan