Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
In 1992, Bud Light was the #2 light beer, trailing significantly behind Miller Lite. The "Great Lengths" strategy calls for stories that gently poke fun at social conventions and, in doing so, demonstrate Bud Light's irreverent personality. "Great Lengths" has been so successful that it has inspired some of America's favorite advertising. And Bud Light is now the #1 beer in America, far and away the light beer leader!
Brand: Bud Light
Client: Anheuser-Busch, Inc.
Agency: DDB Chicago
The MasterCard "Sustained Success" case study is the archetypal "underdog overcomes adversity" story - in which the challenger leverages and extends a powerful branding idea in order to flourish in the face of adversity. Following a decade in which MasterCard was buffeted by the bigger budgets and growing share of its key competitors, MasterCard since has succeeded in reversing the tide. As a result of the Priceless campaign, MasterCard today continues to enjoy unprecedented brand and business momentum.
Client: MasterCard Worldwide
Agency: McCann-Erickson New York
A Super Bowl of Soup Who needs to be filled up right more than a hard-working professional football player? And who knows how to do it better than his loving Mom? Soup wielding mothers and their superstar sons prove a winning combination for 4 consecutive years of humor and growth!
Brand: Chunky Soup
Client: Campbell Soup Company
Agency: Young & Rubicam New York