Household Supplies & Services

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

2004 BRONZE

Role Reversal

The Brawny "Role Reversal" campaign set out to re-build relevance for a 29 year old paper towel brand that had been witnessing a steady decline in household penetration. The campaign re-positioned Brawny on a more relevant functional platform of "Versatility" and re-awakened the brand's masculine personality to talk to female consumers in a totally new way for the category: from patronizing them to romancing them. During the advertised period, Brawny's shelf turn increased significantly, dwarfing that of the market leader, who had witnessed distribution gains over the period and was out-spending Brawny four to one.

Brand: Brawny
Client: Georgia Power Corporation
Agency: Fallon New York
Language: English

2002 GOLD

Oler Para creer campaign

Gain's goal was to dominate the number 2 position in the laundry detergent category in a very competitive Hispanic marketplace. Gain needed to tap into the one key insight that provided a direct link with the product and the Hispanic consumer. Gain mad a strategic decision to focus its communication behind its core equity, the scent of clean, and target a group of consumers that clearly identified scent as an integral part of their lives. By delivering a single-minded message to this key target group, gain surpassed its campaign objectives making it one of the most successful business-building brands in the category.

Brand: Gain
Client: Procter & Gamble
Agency: Lapiz
Language: English

2002 GOLD

Point of Dirt

To increase sales and reinvigorate a 50 year old franchise, Tide had to find a fresh, new way to bond with its users and demonstrate that it understands them and their lives. The solution was the "Point of Dirt" out of home campaign that boosted the brand's relevance with consumers by branding a connection with them as they go about their harried day. the program delivered sales increases beyond everyone's highest expectations.

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

FINALISTS

Scotts Scott for Scotts

Ariel See Equal #ShareTheLoad

GIG - Emlaq Gigantic Stain