Sustained Success - Products

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

2019 SILVER

Bud Gold Campaign-Let It Shine

This case demonstrates how an incredible amount of pressure produced a bigger, brighter idea that changed Budweiser’s brand long-term. Hockey is Canada’s biggest drinking occasion, and when Budweiser was faced with the loss of the NHL sponsorship to its rival, we had to change the game. We chose to think like a fan and uncovered an idea that would change the way Canadians experience hockey. Budweiser created the first goal-synched light, the Budweiser Red Light.  The light has manifested in many forms, all catapulting Budweiser to #1 share.

Brand: Budweiser
Client: ABInBev
Agency: Anomaly
Language: English

2019 SILVER

Better Ingredients Brand Platform

This case describes how A&W repositioned a brand built around a nostalgic connection with Baby-Boomers, to the first fast food restaurant people feel good about eating at. This ignited the most phenomenal phase of growth in the company’s history, driven by a growing millennial segment. We will demonstrate how commitment to a consistent brand strategy changed perceptions of the brand and drove five years of same-store sales growth. 

Brand: A&W
Client: A&W
Agency: Rethink
Language: English

2019 SILVER

Ek Neki Rozana: Championing Dirt in the Month of Purity for 3 consecutive years.

Having cemented itself as the most loved detergent of Pakistan, Surf Excel looked to elevate its philosophy of ‘Dirt is Good’ to not only defend this market and thought leadership, but also to take bolster further its equity. There was a natural association with Islamic values that consumers  saw in Surf Excel, thanks to its legacy of communications featuring acts of heroism and goodness by kids. Ramzan, hence became the perfect occasion to convert brand affinity to unwavering, unparalleled brand love and the brand embarked on this journey in 2016.

Brand: Surf excel
Client: Uniever Pakistan
Agency: MullenLowe Rauf
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