Beverages - Non-Alcohol

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

1998 GOLD

YOU aRE NOT DONE

With the launch of the YOU aRE NOT DONE campaign, four year old POWERaDE took on Gatorade, the Goliath of the sports drink category, seeking to overcome 30 years of established brand heritage and a 5 to 1 media spending disadvantage. Despite the odds, the YOU aRE NOT DONE campaign drove volume growth by over 10%, outpacing the category by more than 2 to 1, and led to a 250% increase in brand preference. Brand awareness increased to 98% and POWERaDE clearly took ownership of the physical and mental benefits most desired by serious athletes. In short, the YOU aRE NOT DONE campaign succeeded in distinguishing POWERaDE as the emerging category leader, bring the brand one step closer to unseating Gatorade as the gold standard of the sports drink category.

Brand: POWERADE
Client: The Coca-Cola Company
Agency: McCann-Erickson Seattle
Language: English

1998 SILVER

Tang To The Extreme

"Tang to the Extreme" has brought Tang back from the dead. It's attitude, insight, film style and communication has struck a nerve with Teens, and has successfully repositioned Tang with this target group. In essence, we have re-launched the brand, giving it a complete makeover.

Brand: TANG
Client: Kraft Foods, Inc.
Agency: Ogilvy & Mather Worldwide
Language: English

1998 SILVER

The Foam Goes Straight to Your Brain

The Mug campaign helped the brand drive 1997 national share growth, and continue to build strength in "base" (pre roll-out) markets. The brand over delivered on all 1997 marketing objectives, including growing share nationally at the expense of the category leader, maintaining the 1996 growth rate in "base" markets, and increasing Mug awareness and usage among the core teen consumer.

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

FINALISTS

Coca-Cola Rewriting The Christmas Playbook

Coca-Cola A Real Magic Year Of The Tiger

Coca-Cola Zero Coca-Cola