Beverages - Non-Alcohol

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

1990 GOLD

The Box That's Totally Wacky

Kool-Aid Koolers share and volume had steadily declined over several years as the juice drink market had become increasingly competitive and commodity driven. In 1989 the year would have been considered a success if Koolers were able to do little more than stem declines in sales and attitudes among kids. In fact, with the introduction of new advertising, "The Box That's Totally Wacky," Koolers reversed its business declines and achieved extraordinary volume and share growth for the first time in the brand's history. Moreover, kid's attitudes toward the brand improved dramatically and actually led to a preference win over market leader Hi-C- despite significant reductions in advertising spending.

Brand: Kool-Aid Koolers
Client: General Foods, USA
Agency: Grey Advertising, Inc.
Language: English

1990 SILVER

100% Columbia Coffee

The overall goal of the 100% Columbian Coffee campaign is to increase distribution of 100% Columbian Coffee brands by encouraging major coffee manufacturers to introduce their own brands. This is achieved through three specific objectives: 1) To increase consumer demand, 2) To promote Columbian Coffee's price/value relationship, and 3) To educate consumers to look for the 100% Columbian Coffee logo. Thus, the creative shows Juan Valdez or the Columbian Coffee logo in unexpected situations to communicate that the reward of finding the 100% logo is "the richest coffee in the world."»

Brand: 100% Columbian Coffee
Client: National Federation of Coffee Growers of Columbia
Agency: DDB Needham Worldwide, Inc.
Language: English

1990 SILVER

Just What the Dr. Ordered

The 1988/89 Dr. Pepper "Just What the Dr Ordered" advertising campaign communicates through humor and emotion that Dr. Pepper is more than just thirst-quenching. In fact, there are certain situations when only a Dr. Pepper will do. These are when Dr. Pepper really is "Just What the Dr. Ordered."

Brand: Dr. Pepper
Client: Dr. Pepper Company
Agency: Young & Rubicam/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