Household Supplies & Services

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

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

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