Beverages - Non-Alcohol

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

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

Jana Ice Tea I ove godine vrijeme je za godišnji!

Nescafé Classic Whichever your summer is Vol. 2

Inca Kola ¿Cómo que la marca de mis papás ahora es mi marca?