Automotive - Aftermarket

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

1998 SILVER

Waterfalls

Lever 2000 launched a line extension in February 1997, a refreshment bar soap called Pure Rain. The objective is to achieve at 1.1% dollar share, 12 months after launch, without cannibalizing Lever 2000's existing products. Our strategy was to use the brand's greatest asset, its personality, to express the new product's strongest feature, its fragrance.

Brand: Lever 2000 Pure Rain
Client: Lever Brothers Company
Agency: JWT
Language: English

1998 SILVER

Making The Road A Safer Place

Monroe needed to convince the trade and consumers that shock absorbers do more than smooth out a vehicle's ride. Worn shock absorbers directly affect the safety of a vehicle just like tires and brakes do. to accomplish this change in perspective, Monroe Sensa-Trac was positioned as the best shock or strut to improve any vehicle's safety. Shock and strut inspections were recommended every 12,000 miles to get consumers into the purchase cycle.

Brand: Monroe Sensa-Trac
Client: Tenneco Automotive
Agency: JWT Detroit
Language: English

1998 BRONZE

Birds

The challenge was to differentiate the Texaco gasoline brand and create a favorable impression of the Corporation in a commodity category. Sales and share goals were established and exceeded by 400% while also creating a significant improvement in image of the company among brand users, employees, field sales personnel and nonusers of the Texaco brand.

Brand: Texaco
Client: Texaco USA
Agency: Bates Southwest
Language: English

FINALISTS

Sunoco Fuel Your Best

Mobil Colombia De Camioneros A Protagonistas De Novela

Mobil Colombia Somos Imparables