Household Supplies & Services
Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services.
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PROGRAM
2006 GOLD
Bathroom Moments
This campaign has transformed Angel Soft from a bystander to true competitor in the toilet paper wars. The challenges were daunting because Charmin, dominant in the category for 20-plus years, was getting the credit for everyone else's advertising. The campaign has contributed to the brand's exceeding expectations for share, volume and awareness and reconnecting with the consumer.
Brand:
Angel Soft
Client:
Georgia-Pacific Corporation
Agency:
DDB New York
Language:
English
2006 SILVER
Mold Denial
As a result of the proliferation of efficacious bathroom cleaners, the mildew remover segment was small and declining. Tilex had to reposition itself as not just mildew remover but a mold and mildew remover. Clorox learned that 100% of homes have a common household mold, and while the target was aware of visible mold in their homes, they did nothing about it. The advertising portrayed mold denial as a universal human reaction, and Tilex was ultimately repositioned as "The Mold Killer." The campaign exceeded all objectives, including increasing household penetration by more than 14% and increasing consumer consumption by more than 26% in the first five months.
Brand:
Tilex
Client:
The Clorox Company
Agency:
DDB San Francisco
Language:
English
2006 BRONZE
Strange but true
Gain is a little-known detergent brand positioned on scent. Faced with an onslaught of new competitors, the brand turned its generic scent benefit into a unique experience by talking about how Gain's scent makes one feel when other scent brands were talking about what they smell like. The campaign served up Gain's scent as a hedonistic experience that elicits fanatical strange-but-true love stories from devoted Gain users. The result was 7% share growth and a huge spike in awareness.
Brand:
Gain
Client:
Procter & Gamble
Agency:
Leo Burnett Canada
Language:
English
FINALISTS
Scotts
Scott for Scotts
Ariel
See Equal #ShareTheLoad
GIG - Emlaq
Gigantic Stain
