Beverages - Non-Alcohol
Diet and non-diet soda, coffee, tea, juices, milk, milk substitutes bottled water, sparkling water, etc.
The Move is On
The objective of the "Move Is On" campaign was to enhance diet Coke's leadership position and strengthen its taste positioning by aggressively and preemptively establishing a competitive frame of reference between diet Coke and regular Pepsi. This historic campaign utilized hard-hitting creative which demonstrated a "move" from regular Pepsi to diet Coke. Importantly, it yielded strong business results for diet Coke, including significant increased volume and share.
Brand: diet Coke
Client: The Coca-Cola Company
Agency: Lintas: New York
The Mariette Hartley Campaign
The Mariette Hartley Campaign reversed the Celestial Seasonings share declines and returned the brand to the dominant herb tea share position by presenting the attributes of Celestial Seasonings Tea in a way that consumers find very appealing. The secret to the campaign's success is that Mariette is perceived to have the personality users and potential users aspire to have; intellectual, carefree, witty and wholesome. She immediately communicates to consumers that Celestial Seasonings fits their personality.
Brand: Celestial Seasonings
Client: Celestial Seasonings, Inc.
Agency: Foote, Cone & Belding Advertising