Beverages - Non-Alcohol

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

1999 BRONZE

The Foam Goes Straight to Your Brain

"The Foam Goes Straight to Your Brain" campaign drove significant 1998 volume and share growth, moving Mug toward the #2 position in the root beer category. All 1998 marketing objectives were exceeded, including growing share and driving volume growth at the expense of longtime category leader A&W, and improving key brand perceptions among the core teen consumer.

Brand: Mug Root Beer
Client: PepsiCo
Agency: BBDO New York
Language: English

1999 BRONZE

Memories/White Grape

The "Memories" campaign re-energized Welch's White Grape Juice giving the white flavor its own identity without sacrificing its linkage to the quality and heritage of the Welch brand. The identity for White Grape comes from the focus on the delightfully different taste experience which is unlike any other juice. The advertising is able to successfully establish the link to the Welch's brand, by using Emily Mae Young, the Welch's spokes kid.

Brand: Welch's
Client: Welch's Foods Inc.
Agency: Jordan, McGrath, Case & Partners
Language: English

1998 GOLD

Feed The Rush

The Coca-Cola Company discovered and took advantage of marketplace opportunities to launch a new carbonated citrus fruit drink. Surge, the "Fully Loaded Citrus Soda", was launched in January, 1997, with the "Feed the Rush" campaign, developed by Leo Burnett USA. In under a year, Surge grew to a strong position in the carbonated soft drink category, exceeding The Coca-Cola Company's ambitious expectations and filling an important role in the company's brand portfolio - and most importantly, providing consumers with another top-quality great-tasting refreshment option.

Brand: Surge
Client: Coca-Cola
Agency: Leo Burnett USA
Language: English

FINALISTS

Coca-Cola Rewriting The Christmas Playbook

Coca-Cola A Real Magic Year Of The Tiger

Coca-Cola Zero Coca-Cola