Beverages - Non-Alcohol

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

1998 BRONZE

Growers

The "Growers" campaign communicates that the taste of Florida's Natural not-from-concentrate orange juice is different (and better) than the big juice companies because its made by a co-op of growers whose only business is making juices. They own the land, they own the trees, they own the company.

Brand: Florida's Natural
Client: Citrus World, Inc.
Agency: WestWayne, Inc.
Language: English

1998 BRONZE

Welch's Memories.

The "Welch's Memories" campaign positioned Welch's as the brand that connects consumers back to their childhood. And as such, the campaign succeeds in creating a strong emotional link between these good feelings and the entire line of Welch's products. The "Welch's Memories" campaign has exceeded all marketing objectives for the brand including bringing growth to a 100+ year old brand as well as being and effective way to launch new products.

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

1998 BRONZE

This Is Diet?

The "This is Diet"? campaign exceeded all marketing objectives established for the re-launch of Diet Pepsi, including restoring consumer taste and user imagery perceptions, all despite Diet Coke's overwhelming media spending advantage of over 2:1.

Brand: Diet Pepsi
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