Beverages - Non-Alcohol

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

2011 BRONZE

Float Like a Butterfly, Sting Like a Bee

In 2008, Gatorade launched G2, a low-calorie version of Gatorade. G2 first announced itself as an "Off-Field Lifestyle" beverage for leisure drinking occasions. But this positioning wasn't resonating and older athletes were leaving the brand. In 2010, we borrowed the words of Muhammad Ali to reposition G2. Ali's legendary quote, "Float like a butterfly, sting like a bee", communicated the dual product proposition of not filing you up, yet still providing you what you need to perform. As a result, low-calorie awareness increased 75%, driving a year-on-year sales increase of 23%.

Brand: Gatorade
Client: Gatorade
Agency: TBWA\Chiat\Day Los Angeles
Language: English

2011 BRONZE

V8. What's Your Number?

V8, the original healthy beverage, had become old boring news in an aggressively innovative category where even traditional juices were touting powerful functional claims. Based on the insight that numbers are an important measure of health, the "Numbers" campaign visualized V8's vegetable servings to instill the need for people to track and raise their daily vegetable number. With a volume growth for V8 100% Vegetable Juice and V8 V-Fusion of 3.7% and 18.8%, respectively, the "Numbers" campaign helped increase America's number of daily vegetable servings as well as V8 business numbers.

Brand: V8
Client: Campbell Soup Company
Agency: Young & Rubicam New York
Language: English

2010 GOLD

'Respect the Pouch'

Capri Sun had lost its cool with kids 6-12 and faced a price increase, so Kraft tasked marketing communications with improving the perceived value of the brand. Rooted in kids' desire to be daring, 'Respect The Pouch' came to life in TV, gaming & print, making Capri Sun more famous to kids than Nike. Profit increased far above 17.6%, thanks to penetration & buy rate gains. Ecstatic, the CEO credited Capri Sun as a big factor in Kraft Corporate's Q2 2009 11% profit increase and Wal-Mart took 5 additional SKUs.

Brand: Kraft Beverages- Capri Sun
Client: Kraft Beverages
Agency: Ogilvy & Mather
Language: English

FINALISTS

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