Beverages - Non-Alcohol

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

2001 SILVER

Lake Wales

Through the travels of a Florida's Natural grower, this new campaign introduces us to the hometown of Florida's Natural where we discover a small-town pace and a way of life that the growers, of course, heartily uphold. It is due to this level of care and pride in the juice-making process that enables the growers to know just the perfect time to pick the fruit that is to make their juice. The campaign successfully reinforced the brand's point-of-difference of being co-op owned, and contributed to sales results exceeding expectation by over 200%.

Brand: Florida's Natural
Client: Florida's Natural Growers
Agency: WestWayne, Inc.
Language: English

2001 BRONZE

It Could Be Your Next Coke

The cola category is struggling as a whole, and Coca-Cola is not finding itself to be an exception to the rule. The elusive teen/young adult market is at the heart of the volume erosion, turning to alternative beverages. Finding a way to speak to this target and compel them to buy Coca-Cola is no simple task, but "It Could Be Your Next Coke" spoke to consumers in an unexpected yet relatable way, and in a very fresh voice for the brand. Utilizing print, radio, TV and outdoor, the advertising connected with impact using humor, heart, and a heck of a promotional offer to drive sales up in a downward-trending category, exceeding ambitious client goals for awareness, appeal and participation.

Brand: Coca-Cola Classic
Client: The Coca-Cola Company
Agency: D'Arcy
Language: English

2001 BRONZE

It Stirs the Soul

We truly stirred our consumer's souls, beautifying her inner and outer world with impact print spectaculars. The spectacular units generated positive business results; for the first time in 3 years, consumption swung into positive territory--a 15% swing for the Flowers Pop-up and a 14% swing for the Crocus bookmark. The impact units also increased brand awareness with our core target and purchase intent with a newly identified growth target.

Brand: General Foods International Coffees
Client: Kraft Foods, Inc.
Agency: Young & Rubicam New York
Language: English

FINALISTS

Coca-Cola Rewriting The Christmas Playbook

Coca-Cola A Real Magic Year Of The Tiger

Coca-Cola Zero Coca-Cola