Beverages - Non-Alcohol

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

1995 SILVER

The Hottest

Advertising persuasiveness increase by +84%, generating +23% growth in market share and catapulting Degree ahead of competitors. Degree's objective was to attract male Deodorant users to its franchise. These men tend to be very loyal to their current brand, so more persuasive advertising was necessary to motivate trial. The new campaign invites the "Hottest" guys in town to try Degree Deodorant (i.e., real people who work in overly hot or stressful environments); the advertising then relates their positive experiences with the brand. As a result of this Deodorant initiative, Degree exceeded its market share targets and surpassed long-established competitors like Ban and Sure to become the #5 brand in the Anti-Perspirant/Deodorant category.

Brand: Degree
Client: Helene Curtis Industries, Inc.
Agency: DDB Chicago
Language: English

1995 SILVER

Us vs. Them

For 60 years the Dremel Moto-Tool, a hand-held power rotary tool, was sold as a precision carving hobby tool. Through consumer research it was found that the versatility of the Moto-Tool was very appealing to the much larger audience of do-it-yourselfers. The goals of the campaign were to reposition the Moto-Tool as a do-it-yourself tool and thus increase distribution and sales (in the 10%-30% range annually). An integrated marketing program, "Us vs. Them," has evolved over the last three years and garnered a minimum 24% distribution increase and 41% dollar sales increase over each prior year.

Brand: Dremel Moto-Tool
Client: Dremel
Agency: Cramer-Krasselt
Language: English

1995 SILVER

Bermuda Shorts

The Bermuda Shorts campaign focuses on the unique attributes Bermuda offers to distinguish the country from its warm weather and island competitors. To improve consumer awareness and to impact air arrivals, the campaign dimensionalizes the relaxing, civilized and unique nature of a Bermuda holiday--her people, architecture, culture and proximity. Bermuda is, in fact, a short trip to the perfect holiday.

Brand: Bermuda Department of Tourism
Client: Bermuda Department of Tourism
Agency: DDB New York
Language: English

FINALISTS

Coca-Cola Rewriting The Christmas Playbook

Coca-Cola A Real Magic Year Of The Tiger

Coca-Cola Zero Coca-Cola