Automotive - Aftermarket

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

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2002 SILVER

Two Faces

The successful launch of Coppertone Endless Summer Sunless Tanning Lotion was the result of an integrated effort that encompassed numerous marketing disciplines including product development, strategic planning, creative, media, packaging, sales and marketing. The program exceeded going-in expectations and re-established Coppertone as the brand consumers can rely on for all of their sun care and sunless needs.

Brand: Coppertone Endless Summer
Client: Schering-Plough Healthcare Products
Agency: Messner Vetere Berger McNamee Schmetterer
Language: English

2002 SILVER

Disturb The Peace

Xplod burst onto the aftermarket car audio scene in 1999- and by mid-2000 the brand had built a strong reputation for itself in high-cool, high design head units, but remained underdeveloped in the key Speaker and Amplifier sub-categories. In order to establish itself as a player and forget its long-term path of overtaking the industry's established leaders, Xplod needed to steal share across the category, yet continue to justify a higher average selling price in line with Sony's premium position. The Disturb The Peace campaign with its distinct, irreverent attitude leveraged the equities brand had begun to form in its early successes, and translated them into a distinct identity that the target would embrace and help push Xplod to a #2 position in the overall aftermarket car audio category.

Brand: Sony Xplod
Client: Sony Electronics Inc.
Agency: Young & Rubicam New York
Language: English

2002 BRONZE

From Here On

In an intensive and aggressive category, the advertising for the new Vaseline Intensive Care Water Resistant variant was able to successfully launch the new product as well as reconnect the parent Brand to the consumer, thereby helping stimulate some much needed parent share of growth.

Brand: Vaseline Intensive Care Water Resistant Lotion
Client: Unilever (Home & Personal Care)
Agency: McCann-Erickson
Language: English