Beverages - Non-Alcohol

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

2005 GOLD

the no-so-vanilla vanilla

In August, Pepsi Vanilla was introduced with a fully integrated communications plan that excited both the Pepsi sales system and consumers, including TV, outdoor and print, as well as in-store, grassroots efforts and online activity. Pepsi Vanilla grew the vanilla cola category previously dominated by Vanilla Coke. The campaign's success was evidenced by Pepsi Vanilla's share advantage over Vanilla Coke after only two months in market.

Brand: Pepsi Vanilla
Client: PepsiCo
Agency: BBDO New York
Language: English

2005 GOLD

Power of a Lighter Start

What happened to all the orange juice drinkers? Reacting to a declining category and the onslaught of the "Carb Craze", Tropicana launched the low sugar/low calorie Light 'n Healthy product. The "Power of Lighter Start" campaign helped Tropicana to firmly establish and dominate the light OJ segment, while showing consumers that it was possible to start their day light with a nutritious morning beverage. As a result, the campaign led to increased overall category consumption, drove brand awareness and is tracking ahead of year one sales goals.

Brand: Tropicana Light 'n Healthy
Client: Tropicana Products, Inc.
Agency: Element 79
Language: English

2005 SILVER

Work Can Wait

The objectives of this campaign were to increase sales by improving conversion of awareness to trial and to improve the ROI of the advertising. We set out to deliver these objectives by developing a new, experiential creative idea. The results shown directly link back to those stated goals: sales results, awareness and trial lifts and ROI.

Brand: Starbucks Bottled Frappuccino
Client: North American Coffee Partnership
Agency: Fallon Worldwide
Language: English

FINALISTS

Coca-Cola Rewriting The Christmas Playbook

Coca-Cola A Real Magic Year Of The Tiger

Coca-Cola Zero Coca-Cola