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 GRAND
Long-term brand building done proper
This case outlines how, by consistently depicting itself as the place ‘Where everything’s done proper’, Yorkshire Tea has been able to create continuous, sustained growth in a habitual, declining market.
This is a story of long-term brand building done proper, because working on the brand that does everything proper, how could we do any less?
Brand:
Yorkshire Tea
Client:
Bettys & Taylors
Agency:
Lucky Generals
Language:
English
2023 GOLD
Not Just a Box of Chocolates
How might Cadbury motivate its seasonal demand for Diwali gifting when people were unsure of celebrating amidst the pandemic? For Cadbury Celebrations, the breakthrough was to turn its campaigns and marketing budgets into the most unlikely Diwali gift. It moved its marketing investments to promote struggling small retailers and hawkers—the lifeline of festive bazaars—with hyper-personalized MarTech, creating a world’s first in shared-value marketing. These enabled thousands of small businesses get discovered through personalized promotions and virtual shops, thereby uplifting Cadbury Celebration’s consideration and Diwali sales.
Brand:
Cadbury
Client:
Mondelēz India
Agency:
Ogilvy Mumbai
Language:
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
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
