Sustained Success - Products

Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.

2019 BRONZE

For maximum oral cleanliness

How to change consumer behavior and form a habit of using mouthwash daily after brushing? It is necessary to actualize the problem by its dramatization. We showed consumers, how many germs remain in the mouth after brushing and offered a solution - Listerine, which kills 99% of germs, providing fresh breath, strong teeth and healthy gums. This communication strategy ensured sustained success of the Listerine. As a result of 3 years of the camapign, Listerine took strong #2 position on the market and increased categoty penetration from 25% to 30%.

Brand: LISTERINE
Client: Johnson & Johnson LLC
Agency: The Neighborhood
Language: English, Russian

2019 BRONZE

Ella's Kitchen; serving, not selling to parents

Ella’s Kitchen is a powerful example of how bravery can pay off. When our rivals were spending ten times as much as us marketing their products, we offered a service no-one else was offering. It was a radical shift that set us up for sustained success, which continues to be the driving force behind the brand today. We show how a brand with limited budgets can build deep relationships with parents over a significant period of time. Through smart targeting and content delivery, Ella’s continues to be parents’ go-to brand.

Brand: Ella's Kitchen
Client: Ella's Kitchen
Agency: Havas London
Language: English

2019 BRONZE

One Lil' Man, Four Big Years

In 2014 Diet Dr Pepper faced a big problem. “Diet” was intended to be the better alternative. Instead artificial sweeteners left consumers with a bad taste in their mouths. Sales reached historic lows. We needed big help. And we found that in the form of a little man in leather pants and a metallic jacket, who halved sales declines and gave us our highest campaign ROI ever. In four years we went from historic lows to historic highs. 

Brand: Diet Dr Pepper
Client: Keurig Dr Pepper
Agency: Deutsch LA
Language: English

FINALISTS

Jif That Jif'ing Good

Hellmann's Hellmann's Super Bowl 3 Year Campaign

ARM & HAMMER POWERING THE NEXT 177 YEARS OF GROWTH BY CLOSING THE HOME CONFIDENCE GAP