Beverages - Non-Alcohol

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

2001 BRONZE

Tastes More Like Regular

The Diet Dr Pepper campaign "Tastes More Like Regular" continues to position the brand as the diet soft drink that truly tastes like a regular soft drink. This claim has been the strategic cornerstone for the brand and has proven to be motivational and differentiating. The gold standard of the diet category is that tastes like a regular soft drink-- this claim is a differentiating proposition which Diet Dr Pepper undeniably delivers!

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

2000 GOLD

It's Smooth

Grounded in a compelling product truth, Mello Yello's "It's Smooth" advertising campaign established a brand image that differentiated it from the category convention and gave the brand viability in its own right. The result was a dramatic sales turnaround.

Brand: Mello Yello
Client: The Coca-Cola Company
Agency: Berlin Cameron & Partners
Language: English

2000 GOLD

Is It In You?

"Is it in you?" is the Brand essence of Gatorade come to life. It challenges you to recognize whether you have the will to win in you to overcome any obstacles you face when it really counts (emotional) and strongly suggests that if you want to help fuel that will, you had better have Gatorade working inside you (functional). Moreover, "Is it in you?" is designed to be proprietary and connotes that only Gatorade works best for you.

Brand: Gatorade
Client: Quaker Oats Company
Agency: FCB
Language: English

FINALISTS

Coca-Cola Rewriting The Christmas Playbook

Coca-Cola A Real Magic Year Of The Tiger

Coca-Cola Zero Coca-Cola