Beverages - Non-Alcohol

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

2010 SILVER

Refreshing An Icon

With Pepsi significantly losing its fizz the past few years, our task was to infuse it with renewed cultural meaning. By unearthing an unknown truth about Pepsi and an often overlooked; mindset that unified the brand's diverse audiences, we formulated a deceivingly simple yet powerful strategic idea --- REFRESH. Instead of quenching thirst, we used 'Refresh' to establish that Pepsi was an icon of positive energy. The resulting campaign has not only restored the clarity and power of Pepsi's brand voice, it has also jumpstarted Pepsi's cultural and retail momentum.

Brand: Pepsi
Client: PepsiCo
Agency: TBWA\Chiat\Day
Language: English

2010 BRONZE

A Revelation in Every Cup

In a declining, saturated and competitive market, Green Mountain Coffee made significant gain by increasing consumer loyalty. The insight - that consumers unconsciously associate coffee with the need to gain clarity of thought, and return after the coffee with a changed perspective - led to a unique and relevant positioning idea where the brand could take credit for creating moments of 'inspiration'. Creative and media strategies that encouraged consumers to take a few minutes with the brand to pause, reflect and be inspired generated 65% sales uplift in the Boston campaign area.

Brand: Green Mountain Coffee
Client: Green Mountain Coffee Roasters
Agency: BrandBuzz/Young & Rubicam
Language: English

2009 GOLD

Unsnobby Coffee

Launching McDonald's premium coffee in Seattle, Starbucks' hometown, where The Buck outflanks McDonald's 4-to-1 in retail locations and there's an indie cafe on every corner, was no easy task. The strategy: Tap into unpretentiousness, a core value of Washingtonians, to create a backlash against coffee elitism. The campaign included a 12-foot-tall coffee confessional housing "our Dr. Phil" of the espresso world conducting anonymous "Unsnobby" interventions, which got Seattle buying McCafe, over-delivering trial goal by 173%.

Brand: McDonald's, Western Washington
Client: McDonald's Corporation
Agency: DDB West
Language: English

FINALISTS

Coca-Cola Rewriting The Christmas Playbook

Coca-Cola A Real Magic Year Of The Tiger

Coca-Cola Zero Coca-Cola