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 SILVER
Red Label – Taste of Togetherness
Purpose wasn’t invented 3 years ago or just for the Cannes Awards. It wasn’t ever meant for flash-in-the-pan do-good stunts. In a world where the essence of brand purpose has been diluted with woke-washing and a belief that only Gen-Z kids care about the ‘values economy’, Brooke Bond Red Label’s purpose-led communication is a lighthouse in how purpose-led marketing can help drive long-term growth & profits. This case demonstrates how Red Label’s ‘Taste of Togetherness’ reactivated the power of a humble cup of tea to regain market leadership.
Brand:
Brooke Bond Red Label
Client:
Hindustan Unilever
Agency:
Ogilvy Mumbai
Language:
2023 BRONZE
Transforming H&M’s business by placing search at the heart of the customer experience
WARNING: This isn’t your usual creative award submission. It isn’t a story of a single big creative idea and execution. There’s no memorable tagline here. No catchy jingle.
Instead this is a story about transformation - about change from the inside. About the power of data and consumer analytics, and how they were harnessed to completely transform a business: its culture, processes, operations, and approach to a channel. About putting quantifiable insight at the centre of everything to deliver huge revenue and unimaginable ROI, securing H&M’s place in digital commerce.
This is a story of Effectiveness in the digital age.
Brand:
H&M
Client:
H&M
Agency:
Digitas
Language:
English
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
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
