Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
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2020 SILVER
Challenging an industry to #ComeClean
How does a small 'green' household and personal care brand get mainstream moms to consider the environmental impact of their choices? By making it a personal matter about the health of her family, not just the environment. For three years, Seventh Generation grew sales by double digits, entered 2.5 million new homes, and even helped introduce laws that forced the industry to clean up its act. We proved that with the right strategy, the little guy can win while making the world better for the next Seven Generations.
Brand:
Seventh Generation
Client:
Seventh Generation
Agency:
72andSunny New York
Language:
English
2020 BRONZE
One lil’ man. Five big years.
In 2014, Diet Dr Pepper faced a big problem. “Diet” was intended to be better for you, but artificial sweeteners left consumers with a bad taste in their mouths. Sales reached historic lows. With a little man in leather pants and a metallic jacket, we halved sales declines and got our highest campaign ROI ever. In five years, we went from historic lows to historic highs. Today, we are the only diet soda with continued sales growth in a category left for dead.
Brand:
Diet Dr Pepper
Client:
Keurig Dr Pepper
Agency:
Deutsch LA
Language:
English
2019 GRAND
Lotto 6/49 - Integrated year 3
If you can’t change the game, change how it’s played. In only three years, Lotto 6/49 turned its equity as a losing game into acts of celebration for everyday victories in life. By shifting the reason why people should play Lotto 6/49 and turning everyday moments of luck into purchase occasions, the campaign reverted decades of declining sales among Millennials in the industry. Today, the tagline You should play 6/49 is used daily by Quebecers, a saying that ensures the lottery's relevance and ticket purchases for years to come.
Brand:
Lotto 6/49
Client:
Loto-Québec
Agency:
Sid Lee
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
