Household Supplies & Services

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

2002 SILVER

Inviting

Cascade needed to stage a late but leader-like entry in the "Scent" arena in order to stop smaller competitors Palmolive and Sunlight from encouraging switching behavior and stealing valuable share. Cascade Scent Expressions was launched with a strategy as innovative as it's proprietary formula; with other scent brands all dramatizing the source of their scents (e.g. apples and lemons), Cascade focused on the life-enhancing experience that resulted from the scent's activation in the dishwasher and aromatic release into he air. Knowing that this strategy would be exciting to a particular target, "scent-seekers", the media goal was to quickly develop awareness and trial among this group. The Scent Expressions launch exceeded expectations, surpassing Year One volume share goals after only five months in market.

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

2002 BRONZE

More Mike

With category and brand penetration and frequency of use at low levels. there was a tremendous opportunity to be seized by Rid-X. By educating consumers about the consequences of not maintaining a septic system through an endorsement by a professional pumper, Rid-X successfully altered consumer behavior. At the same time, it established itself as the "trusted septic expert" that offered a "worry-free" solution to inevitable septic backup disasters. Shortly after the launch of "More Mike," brand dollar sales increased by a phenomenal +35.4%, well above the forecasted 4%.

Brand: Rid-X
Client: Reckitt Benckiser
Agency: McCann-Erickson
Language: English

2001 SILVER

Getting Better

In a low involvement category which GE dominates over Philips in both market share and brand awareness - this long-life campaign for Philips light bulbs achieved unprecedented unit and dollar sales increases and was ranked by IPSOS-ASI the #2 ad of the decade.

Brand: Philips Halogena
Client: Phillips Lighting Company
Agency: Messner Vetere Berger McNamee Schmetterer
Language: English

FINALISTS

Scotts Scott for Scotts

Ariel See Equal #ShareTheLoad

GIG - Emlaq Gigantic Stain