Household Supplies & Services

Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services.

2013 GOLD

Curing B.S. Fatigue

America's twelfth best known outdoor power equipment brand didn't have a functional advantage or the budget to out-gun its big-name competitors. What Echo did have was an insight into its male target. For guys, working with professional grade chainsaws, blowers and trimmers can be more than a product solution. It can be a life-stage solution for men who grin and bear it through client lunches, mother-in-law dinners and second cousinn's birthdays. Echo used that insight to separate from the pack and started selling equipment faster than they could build it.

Brand: Echo Outdoor Power Equipment
Client: Echo Outdoor Power Equipment
Agency: Cramer-Krasselt
Language: English

2013 SILVER

Febreze Olympics

Starting with the London 2012 Summer Olympic Games, Procter & Gamble announced it would sponsor the Olympics for the next 10 years, and Febreze took this opportunity to promote the Air Effects product in North America by educating people on how Febreze Air Effects was truly different from the competition. To create a campaign that would stand out among all the other Olympic advertising, Febreze decided to forge a unique sponsorship of the Azerbaijani Wrestling Team to demonstrate to moms how Febreze can take on even the toughest sports odors.

Brand: Febreze
Client: Procter & Gamble
Agency: Grey New York
Language: English

2013 BRONZE

VIVA Towels Take a Stand with Mike Rowe

VIVA was experiencing a steady, three-year decline in share due to decreasing roll size and increasing price. Consumers werent pleased, and retailers threatened to take VIVA off shelves. To overcome that, the program challenged category perceptions that a paper towels most important attribute is absorbency. By partnering with Mike Rowethe authority on dirtVIVA proved its tough-when-wet strength is what consumers really need from a paper towel. As a result, share stabilized, and VIVA saw significant sales growth at their largest retailer, Walmart.

Brand: VIVA
Client: Kimberly-Clark Corporation
Agency: TRIS3CT
Language: English

FINALISTS

Rose Petal Maxob Household Supplies

B&Q How B&Q helped the nation create change in a cost of living marred Spring

Scotts Scott for Scotts