Fitness & Wellness
Unregulated products/services focused on consumer health and/or promoting a healthy lifestyle.
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PROGRAM
2019 BRONZE
Poo Romance - The Sequel
Metamucil has a long history in constipation relief. But in recent years messaging was repositioned to general health and wellness to appeal to a broader audience. Brand share started to decline. So we developed a campaign that combined both regularity and gut health. We had three objectives: increase sales by 15%; grow penetration by 10%; and grow Metamucil brand awareness and core brand equities by 10%. We achieved sales growth of 50%, penetration increased 21%, equities grew 54%, and the category expanded by 10%. Most importantly, it helped the nation talk about the need to stay regular to stay healthy.
Brand:
Metamucil
Client:
Procter & Gamble
Agency:
McCann Health
Language:
English
2019 BRONZE
Bringing it Home at the Winter Olympics
After years of operating as a category of one, now Peloton needed to build a brand. We saw the perfect opportunity in the Winter Olympics. But how would Peloton compete in a cultural moment dominated by mega-athletes? It wouldn’t. Instead, Peloton turned to its community of riders to tell a story celebrating a different kind of achievement. The audience-inspired campaign had an immediate impact, increasing both awareness and affinity, and generating to a 77% lift in new leads.
Brand:
Peloton
Client:
Peloton
Agency:
Mekanism
Language:
English
2018 GOLD
Let's Move On
This is a story about a brand doing the unimaginable; positioning itself as unimportant in the lives of its consumers. By breaking marketing and category conventions, our campaign shot the brand from third place to outright leader in less than two years.
Brand:
U by Kotex
Client:
Kimberly Clark Australia
Agency:
Ogilvy Australia
Language:
English
FINALISTS
Peloton
Get What You Give
Blackmores
How Blackmores enjoyed personal best results by getting Australians in the mood to move.
Sukin
Nothing but special
