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.
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
NESCAU – O Esporte Ensina
Depois de 40 anos de "Energia que dá gosto", NESCAU mudou o target, que deixou de ser as crianças e os jovens e passou a ser as mães. Em 2015, com o posicionamento "O esporte ensina", a marca que antes abordava o "esporte" para se aproximar dos jovens, passou a dar a ele um papel de protagonista na educação das crianças, colocando-o como o aliado das mães. Nesse caminho, NESCAU conseguiu se conectar com as mães, cresceu a lealdade da marca e tem consolidado a sua posição de líder da categoria.
Brand: Nestle Brasil