Home Furnishings & Appliances

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

2004 BRONZE

Category Authority - Appliances

In order to defend its strength in Home Appliances, Sears reasserted its relevance to consumers by positioning itself as the 'matchmaker' between consumers and the home appliances they need to fill their household requirements. The resulting campaign ran in specialty cable shows focusing on home design and improvement. Over five months, Home Appliance sales increased 2.7% -- not only meeting goals but exceeding them by 270%.

Brand: Sears
Client: Sears Holding Company
Agency: Young & Rubicam Chicago
Language: English

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

FINALISTS

iRobot iRobot OS – Situation Roomb

Ariel Ariel Kare Ga Possible

Ariel Ariel Blue Blue