Beverages - Non-Alcohol

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

2006 SILVER

Drink More Water

This campaign set out to decommoditize Aquafina within a highly cluttered, price-driven category. By educating consumers about the benefits of drinking more water and encouraging them to do so, the advertising not only created greater overall interest in water but also positioned Aquafina as the authoritative voice of the category.

Brand: Aquafina
Client: PepsiCo
Agency: BBDO New York
Language: English

2006 SILVER

Drink Positive

Saddled with over a decade of being in the red, a category barraged by negative media and a product falling off the radar, 7UP took a bold stance to revive itself with the launch of 7UP Plus. The soft drink contains calcium to make it relevant to an adult female target in a "better-for-you" segment. With one-quarter the budget of Pepsi's and Coke's new launches, 7UP Plus came within one percentage point of the industry new-trial standard and helped turn around the total 7UP franchise.

Brand: 7UP PLUS
Client: Cadbury Schweppes Americas Beverages, Inc.
Agency: Young & Rubicam New York/ San Francisco
Language: English

2006 BRONZE

Go

Mountain Dew launched this campaign to make the brand relevant to multicultural teens because most Dew volume losses were coming from urban markets. The campaign sought to communicate the brand's "Push the Limits" strategy in an urban-relevant manner, leveraging the target's passion for video gaming. The integrated campaign drove volume growth, generated high copy-testing scores and enhanced consumer perceptions.

Brand: Mountain Dew
Client: PepsiCo
Agency: BBDO New York
Language: English

FINALISTS

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