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). 

2005 GOLD

Always Thin

The challenge was to use the launch of a new product called Always Thin Pantiliners to propel Always Pantiliners - the category caboose - into a strong player in the pantiliner category. The savvy, skeptical nature of this female 18-24 year old target combined with the incredible thinness of product led the team toward the creative strategy of "Seeing is Believing." The Always Thin product launch helped to turn around the Always pantiliner business. After 3 years of a share free-fall (and last-recorded share of 20.3), Always Pantiliner share, riding the success of the Thin launch, reached a 23.0 share in less than a year.

Brand: Always
Client: Procter & Gamble
Agency: Leo Burnett USA
Language: English

2005 BRONZE

Urban Anthem

KFC created a TV campaign to reverse declining sales in Inner City/Urban stores. This campaign executed KFC's core brand idea, "celebrate authentic taste" in a way that formed a connection with African American consumers. Research helped the agency find a powerful insight to connect the brand to the AA consumer. Urban/African Americans feel distinct and authentic because of their connection to the South through their roots, heritage and families. These consumers viewed KFC as having the same sense of connection through its authentic southern heritage and roots. From this came the campaign's driving idea "big city but a little countrifield."

Brand: KFC
Client: Kentucky Fried Chicken
Agency: FCB
Language: English

2004 GOLD

Rheingold Beer

Rheingold Beer, once a powerhouse in its hometown of New York, had completely fallen off the map, enjoying distribution in only seven bars around the city. The agency was charged with returning the brand to its former position of importance and profitability. Our brand idea of "100% New York By Volume" energized the work with the unique raw energy of the city, beginning a brand revival, while triggering distribution in more than 2000 locations and a case sales increase of nearly 2500%.

Brand: Rheingold
Client: Rheingold Brewing Co.
Agency: Powell
Language: English

FINALISTS

Oreo OREO Stacked at Stores to Stacked at Homes

Sound On The Underwater Playlist

Clos du Bois Long Live