Home Furnishings & Appliances

Kitchen and laundry appliances, air conditioners, carpeting, furniture, decorator'€™s supplies, paint, and wallpaper.

2003 SILVER

Your Water Should be PUR

PUR, a brand that almost drowned under its own weight (lack of awareness, resistance to trial and lack of clear benefit) was resuscitated by a new strategy and advertising. Sales were up 25% year on year and the awareness gap versus the market leader, Brita, was cut in half. The brand is alive, well and thriving.

Brand: PUR
Client: Procter & Gamble
Agency: Saatchi & Saatchi LA
Language: English

2003 BRONZE

Attention Shoppers

In the clutter of a mature, increasingly commoditized category hungry for meaningful news, Maytag did more than put itself on the refrigeration map; it was the first brand to address consumers' longtime issue of "compensating behavior." By developing a creative strategy that responded to compensating behavior, Maytag further entrenched their stake in dependability. This created a new way to look at refrigeration and revolutionized the category.

Brand: Maytag
Client: Maytag Corporation
Agency: Leo Burnett USA
Language: English

2002 GOLD

Counting Sheep

To separate itself from all other mattress brands, Serta developed the "Counting Sheep" campaign which dramatically increased brand awareness, preference, and image. In addition, the campaign has aided in the increase of retail distribution.

Brand: Serta
Client: Serta, Inc.
Agency: Doner
Language: English

FINALISTS

iRobot iRobot OS – Situation Roomb

HomeGoods Home Sweet HomeGoods

Traeger Grills Welcome To The Traegerhood