Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
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2022 GOLD
The Right Way to build a brand
KFC had an iconic product and endline, but it was a business and brand in stagnation. This paper shows how the marketing team and agencies created a new strategic platform and communications approach, to fuel a sustained growth. From 2017-2021, “The Right Way” was a north star for the entire business, delivering a brand turnaround (positive brand impression for the first time ever), accelerating revenue growth to over £1bn, and overcoming two of the biggest crises in the business’ history, all on an ROI of £3.81.
Brand:
KFC UK & Ireland
Client:
KFC
Agency:
Mother London
Language:
English
2022 SILVER
Liberating Aussies from beer culture
Few brands can directly challenge a defining part of Australian culture and win. This is the story of the three most successful years in Canadian Club’s history, where sales went in the words of our distributor, “gangbusters”. Through a disciplined commitment to a provocative strategy and consistent creative approach, we struck at the heart of Australian beer drinking culture, returning Canadian Club back to growth. By liberating Australians from the cultural obligation to drink beer, Canadian Club unleashed its true growth potential, amounting to a phenomenal incremental revenue.
Brand:
Canadian Club
Client:
Beam Suntory
Agency:
The Monkeys Sydney
Language:
English
2022 SILVER
Fansville
Dr Pepper set out to make Dr Pepper synonymous with College Football –without players, teams, or logos. For CFB fans, their seemingly illogical behavior is the difference between a win or loss. Every detail matters. As the fuel College Football fandom, Dr Pepper introduced "Fansville", a parody about a town of die-hard fans and their irrational love of college football and Dr Pepper. Despite covid-19 related complications, Dr Pepper saw continued growth in year 3 of Fansville, with a sales increase in the double digits.
Brand:
Dr Pepper
Client:
Keurig Dr Pepper
Agency:
Deutsch LA
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
