Household Supplies & Services

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

2006 BRONZE

Rescue Campaign

This campaign for the launch of Tide to Go marked the first time that the brand name debuted out of the laundry room. The communications idea, "stain rescue on the go," drove all elements of the holistic campaign, including TV, cinema, print, PR, couponing and interactive. The campaign has delivered on the objectives of driving sales and awareness and has paved the way for a portable stain remover category. In addition, copy test scores exceeded criteria for new products, and some measures were record-breaking for Tide.

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

2005 SILVER

Living Brings It In. We Take It Out.

After years of training consumers to wait until they see a dramatic stain to call for carpet cleaning, the industry leader, Stanley Steemer, began seeing its first consistently negative sales. Without increasing media spending, and charging only its communications strategy, Stanley Steemer not only reversed the trend but increased sales 11% over the first 16 months of the campaign. The new message? Targeting working mothers, the campaign gently leads them to conclude that you, your children and your pets innocently track unseen dirt into your home - even if you can't see a big ugly stain.

Brand: Stanley Steemer
Client: Stanley Steemer International
Agency: Young & Laramore
Language: English

2005 BRONZE

Strange but True

Gain is a little-known detergent brand positioned on scent. Faced with an onslaught of competitive new scent introductions, the challenge was to break Gain out of competitive mire, by turning its generic scent into a unique brand experience. The answer was to talk about how Gain's scent makes you feel, when other scent brands were talking about what they smell like. The "Strange but True" Campaign served up Gain's scent as a hedonistic experience that elicits a cult-like following, using strange but true love stories from Gain fanatics. The result was 10% share growth in just 6-months, exceeding the campaign goal by 263%, and successfully getting people to participate in a detergent brand experience.

Brand: Gain
Client: Procter & Gamble
Agency: Leo Burnett Canada
Language: English

FINALISTS

Scotts Scott for Scotts

Ariel See Equal #ShareTheLoad

GIG - Emlaq Gigantic Stain