Sustained Success - Products

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

2018 BRONZE

Conquer All Conditions

With the launch of the revamped Rogue in January 2014, Nissan Canada needed to win and win big, otherwise it risked losing out on the fast-growing CUV segment. By creating a compelling set of stories that tapped into a truth deep in the Canadian psyche about driving in winter, we managed to create truly sustainable brand distinctiveness and emotional resonance for the new model.More than three years on, our daunting medium-term share and volume targets have been blown away and Rogue is now a major player in the market.

Brand: Nissan Canada Inc.
Client: Nissan Canada Inc.
Agency: Juniper Park\TBWA
Language: English

2018 BRONZE

The Budweiser Red Light – The First Goal Synced Red Light

Hockey is Canada’s biggest drinking occasion, and when Budweiser was faced with the loss of the National Hockey League (NHL) sponsorship to its rival, Molson Canadian, we had to change the game, literally. We chose to think like a fan and uncovered an idea that would change the way Canadians experience hockey. Budweiser created the first goal-synched light, the Budweiser Red Light. The light has manifested in many forms, including a Zeppelin, pint glasses, and goal-synced advertising, all catapulting Budweiser to #1 share and +6.7 pts vs Molson Canadian.

Brand: Budweiser
Client: Labatt Breweries of Canada
Agency: Anomaly
Language: English

2017 GRAND

How not thinking straight led to long-term growth.

Dare successfully took on Australian iced coffee brands and international pick-me-ups by creating a new consumption occasion: becoming the habitual choice for whenever people are not thinking straight.
 
It took the brand to new heights. Dare grew 150% in volume sales over six years and not only became market leader of the iced coffee category2, but also experienced share growth that far outweighed its key impulse NARTD competitors.

Brand: Dare Iced Coffee
Client: Lion
Agency: AJF Partnership
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