Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
Proyecto Haka - Reviviendo Una Marca Al Borde De Su Desaparición.
Es el caso de como PEPSI siendo fiel a su ADN global, supo leer las coyunturas locales para crecer año a año, recuperando SOM, rompiendo barreras de percepción y sumando miles de nuevos brand lovers.
Client: PEPSICOLA COLOMBIA
Agency: SANCHO BBDO
The Return of Colonel Sanders
KFC was once the #1 chicken restaurant in America. But after nearly a decade of declining sales, stores were closing and the brand was no longer on top. KFC was in dire need of a turnaround plan. We helped KFC rediscover its soul and recommitted the brand to everything that made it so special in the first place, including its iconic founder, Colonel Sanders. Kentucky Fried Chicken has made a dramatic comeback, improving perceptions with younger consumers and generating four consecutive years of sales growth in an increasingly competitive category.
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%.
Client: Johnson & Johnson LLC
Agency: The Neighborhood