Sustained Success - Products

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

2017 SILVER

Born for Hugs 2017

For 3 years in a row Huggies leads the emotional communication, delivering the main brand values. More than that: they carry the charity mission, drawing the attention of the society on the children deprived of mother`s hugs and providing help for them. In 3 years Huggies Elite Soft outran the leader in the segment in the main criteria (brand awareness, market share, trial purchase).

Brand: Huggies
Client: Kimberly-Clark Ukraine
Agency: ISD Group
Language: English, Ukrainian

2017 SILVER

Share Some Soul

For seven years the Kia Hamsters have proven their ability to drive sales, help grow the Kia brand, and capture the public imagination at the same time. The Soul has grown from 0 to 90% segment share, decimated its boxy rivals, and become a top seller in Kias portfolio. The Hamster TV commercials were twice named Nielsens most effective automotive ad. Theyve evolved with culture, collaborating with emerging music artists, integrating video games and online contests, and by doing so have made the Soul a key component of Kias growth.

Brand: Kia Motors
Client: Kia Motors America
Agency: David & Goliath
Language: English

2017 BRONZE

From Big Nights to Big Days

Many would kill to be as famous for and synonymous with a core consumer need as Berocca was with hangover cure. But this very fame was causing relevance to fizzle out, resulting in declining frequency and sales. This is the story of how Berocca reinvented itself from restoring after a big night, to preparing for a big day, motivating Aussies to reappraise the role of this iconic brand. Berocca’s Big Days campaign turned a decline into growth, with sales over triple the target, with continuous growth over the last 4 years – giving Berocca back its b-b-bounce.

Brand: Berocca
Client: Bayer
Agency: J. Walter Thompson
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