Beauty & Fragrance
Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.
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2004 GOLD
Stain Defender
In the stagnant khaki pants market where it is the dominant brand, Dockers needed to inject some excitement and get a deeper connection with the target. The combination of a breakthrough product innovation and advertising that restaged the brand's connection with its consumer helped Dockers grow their business, maintain uniqueness and justify a premium in a category that had virtually taken on commodity status. Harvard Business School's Strategy & Innovation newsletter featured Stain Defender and Dockers' successful approach to innovation in "Can Khakis Really Be Disruptive".
Brand:
Dockers
Client:
Levi Strauss & Co.
Agency:
FCB San Francisco
Language:
English
2004 SILVER
Coincidences
In a crowded category surrounded by big, high-profile players like Levi and Gap, Lee Dungarees had turned a modest marketing investment (less than 6% share-of-invoice annually) into significant momentum with young men. But the unexpected events of 9/11 stalled the brand's growth. In a category where momentum is critical and consumer's allegiances can, quite literally, change overnight, Lee Dungarees faced a critical juncture: Could we get our momentum back or were we destined for the death spiral?
Brand:
Lee Dungarees
Client:
Lee Jeans
Agency:
Fallon Worldwide
Language:
English
2004 BRONZE
Surprise Guest
Huggies was getting ready to launch an upgrade on Pull Ups with the addition of Easy Open Sides. Against the huge odds, Pampers Easy Ups ran a commercial that calls attention to how confusing the ultimate consumer-the child who is potty training-is by these new training pants "that pull apart at the sides like a diaper". By comparison, Easy Ups seems more underwear-like, which is what the child aspires to wear. As a result, moms did re-think their brand choice, and Easy Ups' business continued to grow.
Brand:
Pampers Easy Ups
Client:
Procter & Gamble
Agency:
Saatchi & Saatchi
Language:
English
FINALISTS
Pantene
If You Know, You Know It's Pantene.
Dove
Stop The Beauty Test
Avon Brasil
Excellence in Influence
