Household Supplies & Services

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

2004 GOLD

Duck Talk

The Duck Talk campaign successfully communicated that Dawn is tough on grease yet mild on hands by leveraging the Brand's position as the preferred choice to clean the delicate skin of birds affected by oil spills. In conveying this message, the Brand was able to meet their objective of driving significant incremental share growth by converting Palmolive customers to Dawn. This was achieved by eliminating one of the key barriers among Palmolive users -- the perceived harsh image of Dawn. The Duck Talk campaign effectively convinced Palmolive users that they did not need to make a trade off on efficacy and mildness since the Dawn brand delivers both of these key benefits.

Brand: Dawn
Client: Procter & Gamble
Agency: The Kaplan Thaler Group
Language: English

2004 GOLD

Nothing

The "Nothing" campaign capitalized on target insights to help redefine Deere's value equation for consumers, ultimately making the brand more approachable and relevant. The performance of each aspect of the campaign exceeded expectations and contributed to unprecedented sales growth in both new and existing channels. The sum of the components accomplished all program objectives and raised the bar for all communications programs going forward.

Brand: John Deere
Client: John Deere Company
Agency: FCB
Language: English

2004 SILVER

Trusted Everywhere

After years of parity performance claims and advertising "sameness", battery brands were becoming undifferentiated-making the battery purchase decision unimportant. As a result, Duracell market share, value perceptions and leadership imagery were suffering. The "Trusted Everywhere" campaign broke the battery advertising paradigm by giving consumers an unexpected view of the actual importance of batteries in their lives-thereby making them care about choosing the most trusted battery: Duracell. After only a year in market, "Trusted Everywhere" advertising dramatically reversed Duracell's share trend by setting Duracell's brand imagery and value apart from its key competitors.

Brand: Duracell
Client: Duracell USA
Agency: The Acme Idea Company
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