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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2013 SILVER
OREO Daily Twist
On March 6, 2012, OREO celebrated its 100th Birthday. After launching a very successful campaign, the brand was left with quite a challenge. OREO was at its highest awareness and sales levels ever, but this 100 year old cookie needed to become more modern and even more successful throughout the year. OREO launched a first of its kind social media campaign, which tapped into contemporary culture in real time, every day. This resulted in an onslaught of media coverage, consumer engagement, and exceeded YAG net revenue by 6.7%.
Brand:
OREO
Client:
Mondelez International
Agency:
Draftfcb
Language:
English
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
FINALISTS
Oreo
OREO Stacked at Stores to Stacked at Homes
Sound On
The Underwater Playlist
Clos du Bois
Long Live
