Household Supplies & Services

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

2011 SILVER

The Huggies Jean Diaper: Full of Chic

It's hard for a diaper brand to get the attention of Moms with older babies. They've found a diaper that works and they're not looking back. When Huggies Little Movers wanted Moms to trade up from Huggies' lower-priced offering and switch from competitive brands, we knew we needed to shake things up. So we used the limited-time Huggies Little Movers Jeans Diaper to change the conversation from function to fashion. We blasted business goals, inspiring a moment in pop culture and gaining a 2.5% share in just six weeks.

Brand: Huggies
Client: Kimberly-Clark
Agency: JWT
Language: English

2011 BRONZE

Style is an option, Clean is not

The faltering economy made it increasingly difficult for Tide to justify its price premium as people were forced to budget every penny spent. Consequently, Tide began losing share and household penetration. To overcome the problem, we created an idea rooted in something people cared about: self-expression and personal style. We celebrated that what people wear is up to them, but keeping clothes looking their best is up to Tide. We showed Tide's cleaning helps convey the best of people's personal style. The idea successfully increased share and reversed household penetration decline.

Brand: Tide
Client: Procter & Gamble
Agency: Saatchi & Saatchi
Language: English

2010 GOLD

Potty Training Stinks

In late 2008 and early 2009, the faltering economy created a crisis for Pull-Ups. Stressed-out families were postponing potty training. Pull-Ups household penetration declined for the first time ever. We had to make training feel less intimidating. We realized that parents intuitively use rituals to help kids learn new things in a fun way. So we set out to create one. Inspired by classic 'gotta go' signs, The Pull-Ups Potty Dance was born. It was a hit, surpassing goals, and achieving Pull-Ups' highest share level in a year.

Brand: Pull-Ups
Client: Kimberly-Clark
Agency: JWT
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