Beverages - Non-Alcohol

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

1996 GOLD

Maxwell House Country

In 1994 Maxwell House was viewed as an irrelevant, unfashionable and inferior brand due to weak advertising, fierce competition from Folgers and the growth of specialty coffee. In order to stem declines in share brand perceptions, Maxwell House needed to create a new relevance for the Brand among today's coffee consumers. Consumers research uncovered strong but latent emotional ties Maxwell House which were triggered by the Brand's 100 year heritage, advertising icons such as the cup and drop logo, the perking pot most importantly, "Good to the Last Drop"--the Brand's sign of consistent good taste and assurance of quality. By creating a new advertising campaign which associated the Brand's original values with those of mainstream Americans today, Maxwell House re-established its relevance with consumers, significantly reversing all declines in share, awareness and brand perceptions.

Brand: Maxwell House
Client: Kraft Foods, Inc.
Agency: Ogilvy & Mather
Language: English

1996 GOLD

Do The Dew

The "Do The Dew" campaign evolved the trademark's key selling message of "You can have the most thrilling, exciting, daring, experience, but there's nothing more intense than have a Mountain Dew," surpassing all business objectives despite a very aggressive competitive environment.

Brand: Mountain Dew
Client: PepsiCo
Agency: BBDO New York
Language: English

1996 SILVER

"a"

The goal was to make POWERADE the symbol for the next generation of athletes. The campaign did that. POWERADE is the growing Sport Drink of choice; it is being recognized as the evolution of the category; the brand's share, trial, repeat and volume are all surging. The dynasty is toppling.

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

FINALISTS

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