Beverages - Non-Alcohol

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

2020 GOLD

Fueling Fandom in Fansville

In hopes of defying a struggling category, Dr Pepper renewed their College Football sponsorship. There were many things we couldn’t do around the game, like show players or logos. But there was much we could do around fans. Instead of focusing on the field, we turned our attention to the bleachers, parking lots and couches of America to celebrate the irrationality of fans. We became the Gatorade of fandom and, despite soda sales declining for the 14th consecutive year, we saw an unprecedented +3.4% lift in dollar sales.

Brand: Dr Pepper
Client: Keurig Dr Pepper
Agency: Deutsch LA
Language: English

2020 SILVER

More Than Ok

For decades, cola has been a category in decline. While Coca-Cola maintained its investment in cola, PepsiCo shifted its investments to other brands. Pepsi had lost its swagger. Sales were slumping. And all across America, servers had begun serving Pepsi with an apology: “Is Pepsi OK?” By confronting this weakness—that Pepsi is not most people’s first choice—head on, the “More than OK” campaign broke marketing taboos, flipped social sentiment about the brand and helped deliver Pepsi’s best quarter of dollar sales growth in seven years.

Brand: Pepsi
Client: PepsiCo
Agency: Goodby Silverstein & Partners
Language: English

2020 BRONZE

Intelligent Know the Difference

As the leader, Bisleri was creating the demand for packaged drinking water in India. However, having become generic, our competitors were enjoying the fruits of it. Result: We were growing at half the rate of the category. While trade continued to push competition for better margins, we needed to get the consumers to not only ask for Bisleri but insist on being given one. Using Talking Camels, the most unusual water expert, we questioned the intelligence of people when they asked for Bisleri but settled for anything in return.

Brand: Bisleri
Client: Bisleri International
Agency: 82.5 Communications
Language: English

FINALISTS

Coca-Cola Rewriting The Christmas Playbook

Coca-Cola A Real Magic Year Of The Tiger

Coca-Cola Zero Coca-Cola