Automotive - Aftermarket

Gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, etc.

2000 GOLD

MACH3 Breakthrough

The Gillette MACH3 campaign was designed to introduce and sustain, in a traditionally low consumer interest category that is filled with current brand inertia, the most significant product breakthrough in a generation--a radical new shaving system that looks and performs like nothing before. Through a multifaceted communication explosion, MACH3 has already become the best selling razor on the market and has out performed the extraordinarily successful Sensor launch, which was characterized by one analyst as "the single most successful consumer nondurable product introduction in the history of this planet."

Brand: Gillette MACH3
Client: The Gillette Company
Agency: BBDO New York
Language: English

2000 SILVER

FRAM SureGrip Launch

In late 1998, Arnold Communications and FRAM worked together to introduce a new oil filter called FRAM Extra Guard with SureGRIP. Sure Grip is a rough textured surface, providing consumers with a better grip. The key marketing challenge was to create consumer demand for the new, premium priced product that had to compete in a price and promotion driven market, while subsequently rebuilding the importance of the FRAM brand in the market. We built our creative strategy around the frustration that comes with changing your oil filter. Sure Grip has become the most successful new product introduction ever for FRAM. So successful that FRAM is incorporating the Sure Grip texture feature across all their oil filter lines.

Brand: FRAM SureGrip
Client: AlliedSignal
Agency: Arnold Worldwide
Language: English

2000 SILVER

So Comfortable

The "So Comfortable" campaign is designed to convince women that having their period shouldn't get in the way of living their lives and being comfortable. To appeal to our target audience of young women, the commercials are purposefully fashiony, edgy and fast paced. The advertising is built on a basic truth -- sanitary pads feel like diapers -- but the analogy is handled tongue-in-cheek. Most importantly, the advertising playfully reinforces both in words and pictures the core competitive advantage Playtex holds over pads ñ they're so comfortable you can't even feel them.

Brand: Playtex Gentle Glide Tampons
Client: Playtex Products Inc.
Agency: Grey
Language: English

FINALISTS

Sunoco Fuel Your Best

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