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 BRONZE
Creating India's Coffee Generation
How do you sell Nescafé in a country like India where for every 1 cup of coffee Indians drink, they drink 60 cups of their beloved tea or chai as it's called here. For decades, no coffee brand was able to get true mass usage in India. Until Nescafé arrived at the hard truth. It couldn't convert Indians to coffee-drinkers. It would have to create a new coffee generation.
Brand:
Nescafé
Client:
Nestlé India
Agency:
McCann New Delhi
Language:
English
2022 GLOBAL GRAND
How long-term brand building led to the 3 most successful years in Canadian Club history
Few brands can challenge a defining part of Australia's cultural identity and win. And there’s nothing more Aussie than a ‘cold beer’. This is the story of the three most successful years in Canadian Club’s history, where, in the words of our distributor, sales of our pre-mixed whisky drink went “gangbusters”. Through an unwavering commitment to a provocative strategy and consistent creative approach, Canadian Club liberated Australians from their cultural obligation to beer, with a campaign ROI of $2.96 incremental profit per $1 invested.
Brand:
Canadian Club
Client:
Beam Suntory Australia
Agency:
The Monkeys
Language:
English
2021 GOLD
Igniting a Spirit of Generosity
By reinterpreting its royal status and being radically inclusive to a new generation of whiskey drinkers, Crown Royal was able to reverse years of declines in growth, penetration and trial. Instead of pushing pedigree and provenance, Crown unified a diverse, multicultural audience behind a relevant and aspirational brand purpose and status, inspiring generosity. Crown activated this idea in drinker culture and communities, leading to double digit increases in Emotional Engagement and Brand Dynamism, especially among critical audiences of 21-29 YO and African American drinkers.
Brand:
Crown Royal
Client:
Diageo North America
Agency:
Anomaly
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
