Beverages - Non-Alcohol
Diet and non-diet soda, coffee, tea, juices, milk, milk substitutes bottled water, sparkling water, etc.
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PROGRAM
2005 BRONZE
Bring on the Day
The objectives of this campaign were to create brand fame, to increase awareness, to drive trial and to hit out sales target of 10% growth. We sought to achieve these goals by creating "Liquid Motivation" advertising that acted a metaphor for the drink. The results directly link back to those stated goals - specifically PR and buzz, awareness and trial and sales results.
Brand:
Starbucks DoubleShot
Client:
North American Coffee Partnership
Agency:
Fallon Worldwide
Language:
English
2005 BRONZE
Go for Zero
The "Go For Zero" campaign helped to nationally re-launch Diet Rite as the original and true diet soft drink. Diet Rite capitalized on the insight that diet/health-conscious women read labels and want zero - they don't want to make any sacrifices. Our creative executions leveraged the Diet Rite zero point-of-difference and communicated that only Diet Rite has zero calories, carbs, caffeine, sugar, and sodium - in seven delicious flavors. The "Go For Zero" campaign grew baseline volume and increased Diet Carbonated Soft Drink segment, but also within the entire CSD category.
Brand:
Diet Rite
Client:
Cadbury Schweppes Americas Beverages, Inc.
Agency:
BrandBuzz
Language:
English
2004 GOLD
Drip
How do you differentiate a brand and explain its role in a category defined by competition? The answer: By leveraging and dramatizing a key insight, "It's how Gatorade does water," Propel Fitness Water firmly established a relevant and appealing identity among "Active Individuals". The ownable "Drip" campaign drove brand awareness, increased trial and volume, and differentiated Propel vs. the competition so successfully that Propel exceeded its full year goals in only eight months.
Brand:
Propel Fitness Water
Client:
PepsiCo
Agency:
Element 79
Language:
English
FINALISTS
Coca-Cola
Rewriting The Christmas Playbook
Coca-Cola
A Real Magic Year Of The Tiger
Coca-Cola Zero
Coca-Cola
