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.
The case was a steep challenge – to introduce an expensive premium brand to an audience who had low understanding of the category, and who avoid any discussion because of social taboos and ultimately drive the sales but with a low budget. We discovered the core insight that Prevail’s products not only helped elderly people manage incontinence, they also gave them the gift of dignity. We produced a creative treatment featuring characters that mimicked our audience’s own lives. The campaign was extremely effective and had a huge impact on sales.
Agency: Hill+Knowlton Strategies
It's time to talk about The Talk
Established in 2006, P&G’s “My Black Is Beautiful” platform was created to celebrate the beauty – inside and out – of African-American women. But as racial bias re-emerged as a divisive theme in the United States, the brand, a longtime advocate of improved lives for all, recognized the need to go beyond beauty. Through a film called “The Talk”, P&G succeeded in sparking a thoughtful, national conversation – one that went beyond shampoo and diapers to launch a new dialogue for the future we build together.
Brand: Procter & Gamble "My Black is Beautiful"
Client: Procter & Gamble
Agency: BBDO New York