Beauty & Fragrance
Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.
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PROGRAM
2006 BRONZE
Brand Democracy
The advertising challenge was to communicate the uniqueness of Converse to a broad audience without alienating its core user base. By enlisting brand enthusiasts, this campaign helped grow domestic sales by 4% in a stagnant category; online sales increased by 41%; Web site traffic grew by 82%; international sales leaped 45%; and company profits grew 130% vs. plan.
Brand:
Converse
Client:
Converse, Inc.
Agency:
Butler, Shine, Stern & Partners (BSSP)
Language:
English
2005 GOLD
Raise Your Right Hand
Rings were lagging behind the total diamond jewelry market-a dangerous decline since they represent over half the category value. The Raise Your Right Hand campaign launched a completely new product into this stagnant segment-a design-oriented diamond ring that women can buy for themselves and wear on their right hand as an expression of individuality. The campaign exceeded its objectives of bringing ring growth into line with total diamond jewelry growth, driving acquisition by single women, and creating "buzz" in popular culture-achieving 39% awareness of the product within then first year.
Brand:
A Diamond is Forever
Client:
The Diamond Trading Company
Agency:
JWT New York
Language:
English
2005 SILVER
Find You One True Fit
For decades Lee enjoyed the position of category leader in women's denim. That changed in the mid-90's when several niche brands entered the women's market and collectively started a denim revolution. Younger consumers rejected older established brands like Lee, in favor of the more contemporary labels. The Lee brand was flagged for being unfashionable, uncool and on the way out. Reversing the slide would require a complete overhaul of the brand and products and the launch of the silver-bullet sub-brand, One True Fit. Results show significant gains in Lee's fashion imagery, coolness and purchase consideration. Sales also indicated Lee had finally established a strong foothold with young women.
Brand:
Lee Jeans
Client:
Lee Jeans
Agency:
Fallon Worldwide
Language:
English
FINALISTS
Pantene
If You Know, You Know It's Pantene.
Dove
Stop The Beauty Test
Avon Brasil
Excellence in Influence
