Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
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2017 GOLD
2017 GOLD
The Most Interesting Man in the World
The challenge: to transform a no-name Mexican beer into a distinctive premium brand. Faced with declining beer sales and increasing competitive spend, we needed a counter-category message to break through. We realized beer advertising typically insults the intelligence of drinkers, and this presented an opportunity: to be interesting, rather than infantile. The Most Interesting Man in the World was born, and with him an integrated campaign that helped Dos Equis increase trial and drive healthy double-digit growth during widespread category decline, all while firmly ingraining us in popular culture.
Brand:
Dos Equis
Client:
Heineken USA
Agency:
Havas New York
Language:
English
2017 SILVER
Tough is not Enough
This is a story of brains over brawn. By positioning itself as the smarter truck for the contemporary ute driver, the Ford Ranger succeeded in ‘depositioning’ the well-established HiLux as out dated, ordinary and a somewhat unimaginative choice. Aussie ute drivers began to believe that ‘tough was no longer enough’ and voted for Ranger’s smarts with their wallets. Consequently, the Ford Ranger tripled its baseline sales growth.
Brand:
Ford Ranger
Client:
Ford Motor Company
Agency:
GTB
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
