Small Budgets - Products
This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less).
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PROGRAM
2012 SILVER
Canhole
To the layman, it looks like a hole in a box. But to the Keystone Light drinker, its CANHOLE, a completely self-contained cornhole game that utilizes the packaging and crushed cans to deliver hours of fun. This simple innovation took on a life of its own with an online game and partnership with the #1 national snack company in convenience stores, Jack Links Beef Jerky. The CANHOLE program increased share and distribution on key pack sizes, while improving overall brand engagement with consumers.
Brand:
Keystone Light
Client:
MillerCoors
Agency:
Leo Burnett/Arc Worldwide
Language:
English
2012 BRONZE
Eat 'Em Like Junk Food
The "Eat 'Em Like Junk Food" campaign marked the first branding effort for Baby Carrots and an entirely new approach to getting Americans to eat their veggies. The campaign transformed the carrot business, reversed record declines in category sales, and ignited a cultural conversation around healthy snacking that didn't exist prior.
Brand:
Baby Carrots
Client:
Bolthouse Farms
Agency:
CP+B
Language:
English
2011 GOLD
Making Waves
Discover Boating is a boating awareness and general interest group charged with promoting this recreational pastime. The group faced a tough challenge when the economy plummeted and sent boat sales into a downward spiral. The boating lifestyle needed to be revived. Our main mission was to generate leads by putting the blast back into boating. To make waves with boating enthusiasts we created a dynamic flash game for Facebook which leveraged the power of social media to create interest. With an overly-modest media spend, our fishing boat, wake-rider and cruiser games exceeded the goals!
Brand:
Discover Boating
Client:
National Marine Manufacturers Association
Agency:
space150
Language:
English
FINALISTS
Oreo
OREO Stacked at Stores to Stacked at Homes
Sound On
The Underwater Playlist
Clos du Bois
Long Live
