Small Budgets - Products
Cases eligible for this category must represent the only communications efforts for this brand (brand defined as listed in the “brand” question of the Effie entry form) during the time period that the effort entered ran.
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."
Client: Kentucky Fried Chicken
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%.
Client: Rheingold Brewing Co.
Fear of Prison
Retail sales of DVD/VHS is a cutthroat game. Titles that don't show consumer demand in the first three weeks of release get pulled off the shelves, never to be given another shot. Through a clear definition of two distinct audiences and a single compelling emotive creative strategy that appealed to both, this launch campaign for the release of HBO's OZ The Complete First Season demonstrated effectiveness beyond expectations. It managed to generate more sales in its first week than some of HBO's other more popular shows, and hence protect retail listings long-term.
Brand: HBO Video
Client: HBO Video
Agency: Venables, Bell & Partners