Beverages - Non-Alcohol
Diet and non-diet soda, coffee, tea, juices, milk, milk substitutes bottled water, sparkling water, etc.
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2022 SILVER
Whatever
How does a fizzy drink that’s fizzling out, with no positive sentiment among drinkers in a shrinking softdrinks category, go to bat against international goliath Coca-Cola during a global pandemic? By embodying the zeitgeist of its Gen. Z drinker: “Whatever." Results? RC Cola reversed the sales decline caused by government’s sugar tax, increased sales of flagship RC Cola Mega by 67%, raised positive sentiment about the brand by 25%, and became part of pop culture during a pandemic—when Filipinos had no reason to be drinking a celebratory soda.
Brand:
RC Cola
Client:
ARC Refreshments Corporation
Agency:
GIGIL
Language:
English
2021 SILVER
No Is Beautiful
Pure Leaf’s sales were plateauing in a decelerating category. We needed to buck category norms and forge an emotional connection with consumers to maintain and grow our leadership position. We found a commonality in our tea making process and audience’s lives: “simplifying can be hard, but the right No allows you to focus on what makes life, and tea, better”. No Is Beautiful garnered beautiful results: doubling category growth and outpacing the category for the entire year, increasing top of mind awareness, and getting people to talk about Pure Leaf.
Brand:
Pure Leaf
Client:
Pepsi-Lipton
Agency:
DDB New York
Language:
English
2021 BRONZE
The Charli
Cold brew is the fastest growing opportunity in the coffee space, largely driven by Generation Z’s passion for it. But as cold brew demand grew, Dunkin’ wasn’t keeping up with Starbucks. To drive relevance and trial, Dunkin' named a cold brew menu item after Charli D’Amelio, Dunkin' cold brew fanatic and TikTok’s biggest star. We developed a purely social/digital campaign with Charli to attract new customers to Dunkin's cold brew. The campaign had an immediate positive impact on cold brew sales and established a new generation’s affinity for Dunkin’.
Brand:
Dunkin'
Client:
Dunkin Brands
Agency:
BBDO New York
Language:
English
FINALISTS
Coca-Cola
Rewriting The Christmas Playbook
Coca-Cola
A Real Magic Year Of The Tiger
Coca-Cola Zero
Coca-Cola
