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
Huggies. Born for hugs 2018
In 2015 Huggies decided to step aside from the communicational race against Pampers, which was based on product advantages. Instead, the brand started building trust relationship with consumers, speaking about emotional values of Huggies: the power of Hugs. The brand focused its efforts on the POME subcategory, because the first embraces are the most important and memorable. To convince the Ukrainians of the healing power of hugs to change lives, the brand decided to bring embraces to those who were deprived of them: babies left without mothers and prematurely born babies. As a result of several emotional campaigns the brand gave hugs to hundreds of babies, and the Ukrainians acknowledged Huggies as #1 brand in Ukraine.
Agency: ISD Group