Home Furnishings & Appliances

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

1997 GOLD

The Wanderer

The goal for Black & Decker's SnakeLight flexible flashlight was no less than turning the category inside out creating a premium-priced segment in a commodity marketplace. But with the enormous appeal of "The Wanderer,"and a clearly superior product, sales targets weren't just met they were shattered resulting in vast product shortages. A previously stagnant-growth category than then saw a 25% increase in units an 50% increase in dollars sales, mostly on the strength of SnakeLight.

Brand: Snakelight Flexible Flashlight
Client: Black & Decker
Agency: McCann-Erickson New York
Language: English

1997 SILVER

The Way to Go

The goal was to launch a new concept in food transport. A problem/solution approach was taken to humourously dramatize real life situations consumers encountered when transporting food. Pyrex Portables was introduced as the easy way to transport hot/cold food without problems.

Brand: Pyrex Portables
Client: Corning Incorporated (Consumer Products Company)
Agency: D'Arcy Masius Benton & Bowles
Language: English

1997 BRONZE

The Sign Of a Great Cook/Full Line Player

Early indications are that Jenn-Air's move into the full-line appliance business is a resounding sucess. By leveraging the brand's reputation in high-end cooking and building on an existing campaign, the brand blew past growth goals and is on pace for a record sales year.

Brand: Jenn-Air
Client: Maytag Appliances
Agency: Leo Burnett USA
Language: English

FINALISTS

iRobot iRobot OS – Situation Roomb

HomeGoods Home Sweet HomeGoods

Traeger Grills Welcome To The Traegerhood