Beverages - Non-Alcohol
Diet and non-diet soda, coffee, tea, juices, milk, milk substitutes bottled water, sparkling water, etc.
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1999 GOLD
100% Honest -to- Goodness Juice
Northland Cranberries believed there was room for another brand in the cranberry beverage category dominated by Ocean Spray. Research revealed that many consumers believed the tried and true OceanSpray Cranberry Cocktail was 100% juice, when in fact it was only 27% juice. In order for Northland's 100% juice point-of-difference to have meaning, it needed to be communicated in contrast to Ocean Spray's 27% juice. in less than six months, Northland reached a 15% category share, much of it at the expense of Ocean Spray.
Brand:
Northland Cranberries
Client:
Northland Cranberries, Inc.
Agency:
Cramer-Krasselt
Language:
English
1999 SILVER
Dr Pepper. This is the Taste!
The "Dr Pepper. This is the Taste." campaign positions the brand as a highly popular and mainstream soft drink and emphasizes the brand's sociability, fun and refreshment characteristics as soft drink consumers consider those attributes important in their selection of a brand. The portfolio of advertising builds everyday relevance to our target by focusing on the very equities that differentiate Dr. Pepper from all other soft drinks-- its one-of-a-kind taste and its clever, fun and humorous brand personality. The campaign portrays a more "youthful attitude" thus appeals to the younger sub segment of the target (12-17 year olds) as well as the total target.
Brand:
Dr. Pepper
Client:
Dr. Pepper Snapple Group
Agency:
Young & Rubicam New York
Language:
English
1999 SILVER
Icons of Cool
The Lipton Brisk "Icons of Cool" advertising campaign uses affectionate parodies of enduring icons of American pop culture in which Lipton Brisk comes to the rescue by revitalizing them-putting the "icon of cool" back on top of their game. Now in its third year, the "Icons of Cool" advertising campaign has successfully established Lipton Brisk as the #1 ready -to-drink iced tea..."That's Brisk Baby!"
Brand:
Lipton Brisk
Client:
The Pepsi-Lipton Tea Partnership
Agency:
JWT
Language:
English
FINALISTS
Coca-Cola
Rewriting The Christmas Playbook
Coca-Cola
A Real Magic Year Of The Tiger
Coca-Cola Zero
Coca-Cola
