Beverages - Non-Alcohol

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

2009 SILVER

Coke Zero

Coke Zero needed to convince skeptical guys 18-to-34 that Coke Zero really does taste like Coke. The strategy was to develop an integrated campaign around the idea of taste similarity, relying on irreverent humor and some misguided brand managers. Using a combination of traditional media, online activation and sports properties, Zero was able to meet and exceed the desired goals in brand awareness, trial and key image attributes including "Tastes like Coke."

Brand: Coca-Cola Zero
Client: Coca-Cola
Agency: CP+B
Language: English

2008 SILVER

Bop - Could've Had A V8

Despite the booming health and wellness trend, V8 was failing to connect with consumers. The "Could've Had a V8" campaign revitalizes and redeploys a classic 1970s campaign, now rooting it in V8's point of difference: helping you get your daily vegetables. By tapping into the thought at the back of everyone's mind " I'm not getting my daily veggies" and connecting it to V8's "easy vegetables" promise, we break down consumers' excuses for not getting their vegetables. The campaign has far exceeded goals, driving powerful, consistent volume growth and unprecedented ROI.

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

2008 BRONZE

Wake Up People

"Wake Up People!" Pepsi's delicious tasting energy cola for the masses was positioned as the antidote to the common yawn. This differentiated Diet Pepsi MAX from the hoards of new, extreme and edgy energy drinks that flooded the market in the past year. In an overcrowded and skeptical beverage market, a highly integrated campaign helped MAX experience a 12% growth in its two-month launch, giving the entire Diet Pepsi Cola business just the rejuvenating boost it was after.

Brand: Diet Pepsi MAX
Client: PepsiCo
Agency: BBDO
Language: English

FINALISTS

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