Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
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2021 SILVER
Stealing Softness: How a kleptomaniac koala stole share in a stagnating category
We were a tiny 5 year old brand squaring up to a 75 year old behemoth in a low interest category that was becoming increasingly commoditised.
And shoppers thought we were a "passive" copy of the much-loved brand leader - when they thought of us at all.
But we beat those odds by putting good, old-fashioned, best practice marketing principles front and centre: creating distinctive assets, investing in brand-building channels, and staying rigorously single-minded... allowing us to beat the competition at their own game.
Our approach drove market-beating growth and booming brand metrics for five years straight.
Brand:
Cushelle
Client:
Essity UK Ltd
Agency:
Publicis•Poke
Language:
English
2020 GOLD
Subaru's Rise to Safest
Subaru vehicles have always been safe. But amid endless tech features and larger marketing budgets, Subaru didn’t stand out and sales stagnated. Then, an idea: make safety about the people, not the cars. Over 11 years, we’ve transformed safety from an expected product feature to an emotional brand equity. Our safety advertising measurably drives consideration and Subaru beats all competitors—even Volvo—on perceptions of safety. Where competitors “buy” customers with incentives, Subaru has steadily decreased incentives and grown demand through brand-building, massively outperforming the category on sales.
Brand:
Subaru of America
Client:
Subaru of America
Agency:
Carmichael Lynch
Language:
English
2020 SILVER
Unwrapping A 6-Year Growth Story
To infuse the Extra gum brand with meaning, we repositioned Extra from a long-lasting piece of gum to a way to connect with others. The resulting campaign, "Give Extra, Get Extra", fueled an unprecedented 22.6-point turnaround (from -6.1% to +16.5%), helped Extra regain its #1 position in gum and delivered six straight years of consistent brand growth.
Brand:
Extra Gum
Client:
Mars, Inc.
Agency:
Energy BBDO
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
