Sustained Success - Products

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

2018 GOLD

Making The Everyday a Long-term Success

IKEA is a household name, popular within culture, and with a long record of creative marketing. But in 2013 a different story was emerging. Sales had fallen 20%, penetration declined and IKEA was looking out of step. A new goal from global management created a real sense of urgency; stem the decline. Grow sales 8% YoY to new meet 2020 targets. The answer was a culturally resonant brand platform that went back to IKEA’s founding purpose, delivered with creative excellence and which didn’t just meet the target, but beat it. 

Brand: IKEA
Client: IKEA UK
Agency: Mother
Language: English

2018 GOLD

Arby's: We Have the Meats

Entering 2014, Arby’s was a 50-year-old brand in steep decline. As the landscape of fast food and fast casual expanded rapidly, Arby’s had lost relevance, locations, and sales. It was perceived as the place for roast beef, but roast beef was a miniscule part of fast food visitation. The brand repositioned itself, doubling down on the meats, showing that Arby's had more variety and higher quality. “We Have the Meats” was launched, shifting a dying fast-food chain to one of the fastest growing in the industry. 

Brand: Arby's
Client: Arby's Restaurant Group, Inc.
Agency: Edelman
Language: English

2018 SILVER

A Novel Approach to Growth

Extra gum had become one of the biggest brands in the category. But while it was big, it had no meaning. And with no meaning, it was becoming invisible. So we walked away from traditional product marketing and began investigating ways to build the brand by telling emotional stories. Our work centered on the idea that a small act of kindness increases joy. This new brand meaning revitalized Extra’s steadily declining sales and households exposed to the Extra advertising purchased 30% more Extra than households who were not.

Brand: Extra Gum
Client: Mars, Inc.
Agency: Energy BBDO
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