Beverages - Non-Alcohol

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

2014 SILVER

MiO

MiO is a first-of-its-kind concentrated liquid water enhancer that entered the Canadian market in 2012. As a new product with a new format in a crowded and competitive space, MiO had a challenge. Not only did it have to capture the attention of the highly sought-after male-millennial target but it also had to make them care enough to start drinking MiO. What resulted was a campaign that was entertaining enough to build incredible brand health, effective enough to drive massive sales, and ownable enough to insulate the brand against a growing set of competitors.

Brand: MiO
Client: Kraft Canada Inc.
Agency: TAXI Canada Ltd.
Language: English

2014 SILVER

How Coca-Cola Won the Battle for Indian Teens

In the Indian summer of 2013, Coca-Cola was on the back-foot compared to arch rival Pepsi. Pepsi not only had the biggest event of cricket (IPL), it also had the biggest names from Bollywood to take on the critical summer season. Coca-Cola needed to desperately hold its turf in the battle for teen love. By unearthing an emerging youth philosophy and championing the aware, conscious youth of today, Coca-Cola not only leapfrogged Pepsi in critical youth affinity scores but also grew faster with a lower share of voice than Pepsi.

Brand: Coca-Cola
Client: Coca-Cola India
Agency: McCann Worldgroup
Language: English

2014 SILVER

Made for Cricket

Pepsi had to strengthen its association with Cricket and T20 world cup was the best time to do that. We showcased different cricket stars playing different sports other than cricket. We showed how our cricket stars would fare in other sports if they were to use their gifts, which make them unique, in those sports. The results were catastrophic and embarrassing, in a funny way. The campaign was a huge success as it achieved in increasing not only the TOM but sales too.

Brand: Pepsi
Client: PepsiCo International
Agency: JWT Lahore
Language: English

FINALISTS

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