Renaissance
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.
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PROGRAM
2017 BRONZE
2017 BRONZE
2017 BRONZE
Give Extra, Get Extra
Extra was the #1 brand in the $3 billion gum category from 1990-2004 on the strength of its "long-lasting flavor" positioning. As "long-lasting" became a category ante, Extra steadily declined. By 2013, sales were down 6.1%, and Extra had been experiencing pervasive and steady declines for over two years. So we adopted a new philosophy and changed our objectives for communications. In 2015, we launched a short film that quickly became one of the year's most celebrated love stories.
Brand:
Extra Gum
Client:
Mars/Wrigley
Agency:
Energy BBDO
Language:
English
FINALISTS
INFINITI
The Shift from Value to Valuable
Dancow
Mother's Love is Perfect
GETNET by SANTANDER
EL CLIENTE SIEMPRE TIENE LA RAZÓN
