Beverages - Alcohol

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1995 SILVER

Drive One And You'll Know

Mack Trucks had a strong position in the construction truck market, but poor reputation in the over-the-road segment was starting to affect its reputation in all segments. With advertising, Mack repositioned themselves as "drivable" and to influence this behavior Mack conducted a test-drive promotion. Results show a significant perceptual change: Mack has been outpacing Class 8 category growth by 5% and is on pace to a 12% market share by the end of the year 1994.

Brand: Mack Trucks
Client: Mack Trucks, Inc.
Agency: Carmichael Lynch
Language: English

1995 BRONZE

Back to School

The objective of Staples' '94 Back-To-School campaign was to reverse the previous year's sales decline and achieve a 10% comparable store sales gain. The advertising brought results that far exceeded the objective: a 37% comp store sales gain despite being significantly outspent by the competition.

Brand: Staples
Client: Staples, Inc.
Agency: Cliff Freeman & Partners
Language: English