Beverages - Non-Alcohol
Diet and non-diet soda, coffee, tea, juices, milk, milk substitutes bottled water, sparkling water, etc.
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PROGRAM
2000 SILVER
The Joy of Cola
Pepsi's "The Joy of Cola" campaign re-energized the brand by celebrating the excitement of cola and positioning Pepsi as the supreme embodiment of the cola experience. The advertising improved consumer perceptions and reversed historical volume declines, creating growth which outpaced category leader Coke. All marketing goals established for the brand were surpassed, regaining momentum for the Pepsi brand.
Brand:
Pepsi
Client:
PepsiCo
Agency:
BBDO New York
Language:
English
2000 BRONZE
That's Our Story and We're Stickin' To It!
The Diet Dr Pepper "That's Our Story and We're Sticking To It." Campaign will continue to position the brand as the diet soft drink that truly tastes like a regular soft drink. The cornerstone of the strategic platform will be the tastes more like regular Dr Pepper" claim that has proven to be both a motivating and differentiating platform for the brand. The gold standard in the diet category is a diet soft drink that tastes like a regular soft drink--this claim is a differentiating proposition on which Diet Dr Pepper undeniably delivers!
Brand:
Diet Dr. Pepper
Client:
Dr. Pepper Snapple Group
Agency:
Young & Rubicam New York
Language:
English
1999 GOLD
Generation Next
The campaign re-energized the brand by increasing volume and growing relevance among the core teen target. It significantly over-achieved all marketing objectives established for the brand, including increasing sales volume in early first quarter, driving sales and share gains above aggressive goals in the convenience channel, and improving product perceptions and key relevance measures among young people.
Brand:
Pepsi
Client:
PepsiCo
Agency:
BBDO 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
