Beverages - Non-Alcohol

Diet and non-diet soda, coffee, tea, juices, milk, milk substitutes bottled water, sparkling water, etc.

2014 SILVER

Pepsico Bring Happiness Home

During the Chinese New Year period, brands are fighting for consumers attention. It is when every brand advertise very heavily in order to gain a top of mind awareness so that they can push sales during this period when consumers are spending heavily. The journey home during Chinese New Year is something that millions of Chinese can resonate with, since that is when the worlds largest migration happens. Many details of the story reflected what our consumers typically face in their real life experiences, and pulled at their heart strings.

Brand: Pepsi
Client: Pepsico
Agency: BBDO China
Language: English

2014 BRONZE

Upgrading America's Everyday Cup of Joe

How do you take an unknown Swedish coffee brand, with a short history of direct-to-consumer distribution and no advertising, and successfully launch it into the competitive retail marketplace? With Starbucks and Dunkin outspending us 10-to-1, while also monopolizing attention through branded retail on every corner, we had our work cut out for us. By turning their ubiquity into a disadvantage (the ordinary "cup of Joe"), the campaign inspired millions to reappraise their everyday cup, and trade up to a "cup of Johan" (20% sales increase, category 6%).

Brand: Gevalia Kaffe
Client: Kraft Foods
Agency: TAXI Inc
Language: English

2011 SILVER

Selling Health and Beauty by the Gallon

We'd done a great job educating Hispanics about the benefits of milk, but that was making it hard to keep their attention with the same old messages. We had to find a way to get their attention. In fact, we were going to have to stop selling milk and start selling something else entirely. The campaign surprised Hispanics alright. After only a few months, awareness of the campaign was at a whopping 72% and Hispanics were drinking more milk.

Brand: California Milk Processor Board
Client: California Milk Processor Board
Agency: Grupo Gallegos
Language: English

FINALISTS

Coca-Cola Rewriting The Christmas Playbook

Coca-Cola A Real Magic Year Of The Tiger

Coca-Cola Zero Coca-Cola