Sustained Success - Products

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

2017 BRONZE

Kvass Taras. A trilogy of refreshment.

What to do if kvass with its archaic image does not fit into the modern world, Or can such a traditional and archaic beverage like kvass become fashionable and modern? In the conditions of the market stagnation, we were able to do what nobody could do to us: created the kvass the image of a youth drink, while not losing older consumers, cracking stereotypes about the "incommensurability" of kvass, launching non-standard novelties White and Black kvass. Thanks to a comprehensive strategy, we not only gave Kvass a new life, but also changed the whole category. Thanks to innovative communication, our kvass has turned into a trendy, refreshing, modern beverage.

Brand: Kvass Taras
Client: Carlsberg Ukraine
Agency: THINKMcCANN
Language: English, Ukrainian

2017 BRONZE

Hello, my name is Watson.

Its not often that 1 in 3 people think your product could spell the end of the human race. Over the course of 5 years we developed an alternative image of AI encouragingthe world to accept and businesses to buy IBMs Watson. From his name and avatar, to his efforts to learn from Bob Dylan or help chefs cook Belgian Bacon Pudding, Watson showed he worked with humans, not against them. At just 5 years old Watson had made enough friends to lift IBMs newrevenues by $900mm YOY.

Brand: IBM
Client: IBM
Agency: Ogilvy & Mather
Language: English

2017 BRONZE

Give Extra, Get Extra

Extra was the #1 brand in the $3 billion gum category from 1990-2004 on the strength of its "long-lasting flavor" positioning. As "long-lasting" became a category ante, Extra steadily declined. By 2013, sales were down 6.1%, and Extra had been experiencing pervasive and steady declines for over two years. So we adopted a new philosophy and changed our objectives for communications. In 2015, we launched a short film that quickly became one of the year's most celebrated love stories. 

Brand: Extra Gum
Client: Mars/Wrigley
Agency: Energy BBDO
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