Sustained Success - Products

Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.



Arby's: We Have the Meats

Entering 2014, Arby’s was a 50-year-old brand in steep decline. As the landscape of fast food and fast casual expanded rapidly, Arby’s had lost relevance, locations, and sales. It was perceived as the place for roast beef, but roast beef was a miniscule part of fast food visitation. The brand repositioned itself, doubling down on the meats, showing that Arby's had more variety and higher quality. “We Have the Meats” was launched, shifting a dying fast-food chain to one of the fastest growing in the industry. 

Brand: Arby's
Client: Arby's Restaurant Group, Inc.
Agency: Edelman

A Novel Approach to Growth

Extra gum had become one of the biggest brands in the category. But while it was big, it had no meaning. And with no meaning, it was becoming invisible. So we walked away from traditional product marketing and began investigating ways to build the brand by telling emotional stories. Our work centered on the idea that a small act of kindness increases joy. This new brand meaning revitalized Extra’s steadily declining sales and households exposed to the Extra advertising purchased 30% more Extra than households who were not.

Brand: Extra Gum
Client: Mars, Inc.
Agency: Energy BBDO

Tayyari Jeet Ki

Brand: Bournvita
Client: Mondelez India Foods Ltd.
Agency: Ogilvy & Mather Group, India

2019_ru_2019_1831_hero_1 Nicorette Quit smoking to start new life with Nicorette
2019_uk_2019_e-388-633_hero_1 Baileys From dusty to dazzling; the Baileys turnaround

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