Beverages - Non-Alcohol

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

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2002 GOLD

Make 7 UP Yours

The "Make 7 UP Yours" campaign was designed to dispel perceptions of 7 UP as being boring, old and bland, without abandoning its core equity of innocence. The campaign positions 7 UP as a "license for a little fun" making the brand more relevant and differentiated to its 12-24 year-old target. The campaign successfully contemporized and energized 7 UP's image and brand personality, while building brand awareness by 71%, ad awareness by 57& and past 6-month usage among its core target by 18.4%.

Brand: 7UP
Client: Dr. Pepper Snapple Group
Agency: Young & Rubicam New York
Language: English

2002 GOLD

Got chocolate Milk

Last year, chocolate milk was identified as a potential way to reduce the tremendous number of consumers who fall-out of the milk franchise during the teen years. However, chocolate milk had its own set of marketing challenges. Among teens, it was not as top-of-mind versus other beverages and was perceived as a "kiddie" drink. It also struggled with limited single serve distribution in stores teens frequent and a small communications budget in comparison to the competition. the communication effort created was able to effectively change perceptions among teens and increase sales of chocolate by over 6.5 million gallons.

Brand: Chocolate Milk
Client: Milk Processor Education Program
Agency: Bozell
Language: English

2002 SILVER

Joy of Pepsi

Evolving Pepsi's advertising message to focus on Pepsi, hence the "Joy of Pepsi" has successfully driven consumer interest in the brand. By leveraging Pepsi's long-standing heritage with youth, music and celebrities, the brand has once again attained its icon status among today's pop culture as clearly evidenced by significantly enhanced consumer perceptions and sales volume growth.

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