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 GLOBAL GRAND CONTENDER
For health in the category!
It is possible to beat private labels? The main challenge was to find a new way of development by building brand value, not lowering prices. We focused on the health narrative, which has not been present in communication of the category so far. The strategy turned out to be a success: we increased the perceived value of the brand and attracted new users to Kujawski. We have achieved the highest sales and image results in our history, beating private labels.
Brand:
Kujawski
Client:
Bunge Poland
Agency:
Think ECO
Language:
English
2023 GLOBAL GRAND CONTENDER
Bum's The Word: how Anusol smashed taboos and unlocked record growth
Haemorrhoids were so shrouded in shame that sufferers would rather not be able to sit down than engage with the problem. Despite this, The Cheeky Diagnosis recruited new users, and stole users from competitors – driving a historic share high. It repositioned Anusol from clinical brand to taboo-smasher, driving positive brand perceptions. It demonstrates how bold creativity grants a lasting brand halo, and can support a phenomenally successful new product launch even as marketing spend decreased every year. This is a story of going bold and staying bold.
Brand:
Anusol
Client:
CHURCH & DWIGHT UK
Agency:
The Gate London
Language:
English
2022 GOLD
Bum's The Word: how Anusol smashed taboos and unlocked record growth
Haemorrhoids were so shrouded in shame that sufferers would rather not be able to sit down than engage with the problem. Despite this, The Cheeky Diagnosis recruited new users, and stole users from competitors – driving a historic share high. It repositioned Anusol from clinical brand to taboo-smasher, driving positive brand perceptions. It demonstrates how bold creativity grants a lasting brand halo, and can support a phenomenally successful new product launch even as marketing spend decreased every year. This is a story of going bold and staying bold.
Brand:
Anusol
Client:
CHURCH & DWIGHT UK
Agency:
MSQ Partners
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
