Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
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2023 GOLD
Men Have Skin Too
Old Spice needed Black men to relate to our brand and trust our products. We identified the Fresher collection’s better-for-you ingredients and moisturizing benefits as the key to winning with them. We developed an idea so obvious that it broke through -- “Men Have Skin Too.” It turned the underachieving Fresher collection into Old Spice’s #1 performer with year-on year growth of 32%, 13% and 19% respectively. Grew $-share by 7% over a three-year period and lifted Old Spice’s equity rank among Black men from #4 to #2.
Brand:
Old Spice
Client:
Old Spice
Agency:
Wieden + Kennedy (Portland)
Language:
English
2023 SILVER
Red Label – Taste of Togetherness
Purpose wasn’t invented 3 years ago or just for the Cannes Awards. It wasn’t ever meant for flash-in-the-pan do-good stunts. In a world where the essence of brand purpose has been diluted with woke-washing and a belief that only Gen-Z kids care about the ‘values economy’, Brooke Bond Red Label’s purpose-led communication is a lighthouse in how purpose-led marketing can help drive long-term growth & profits. This case demonstrates how Red Label’s ‘Taste of Togetherness’ reactivated the power of a humble cup of tea to regain market leadership.
Brand:
Brooke Bond Red Label
Client:
Hindustan Unilever
Agency:
Ogilvy Mumbai
Language:
2023 BRONZE
Transforming H&M’s business by placing search at the heart of the customer experience
WARNING: This isn’t your usual creative award submission. It isn’t a story of a single big creative idea and execution. There’s no memorable tagline here. No catchy jingle.
Instead this is a story about transformation - about change from the inside. About the power of data and consumer analytics, and how they were harnessed to completely transform a business: its culture, processes, operations, and approach to a channel. About putting quantifiable insight at the centre of everything to deliver huge revenue and unimaginable ROI, securing H&M’s place in digital commerce.
This is a story of Effectiveness in the digital age.
Brand:
H&M
Client:
H&M
Agency:
Digitas
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
