Household Supplies & Services
Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services.
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PROGRAM
1998 BRONZE
Lots of Detergent
The objective of the campaign was to convince people they had a problem that they were not aware of. We needed to educate women in hard water areas that their water prevents detergent and bleach from getting their laundry as clean and bright as it could be. Adding more detergent/bleach wasn't the solution; CWS was.
Brand:
Calgon Water Softner
Client:
Benckiser North America
Agency:
Margeotes Fertitta & Partners
Language:
English
1997 GOLD
Under Here
After years of trying to beat pledge at its own game, Endust finally decided the only way to win was by changing the rule. We did this with a new product, Endust For Electronics, which leverages our "dust" equity against the explosive growth in home electroncs. We discovered that consumers were extremely anxious about how to take care of their expensive equipment. Our answer, "Under Here," firmly establishes EFE as the solution by contrasting harsh cleaners with the unique properties of EFE---up in the line, " Protect Your Investment".
Brand:
Endust For Electronics
Client:
Kiwi Brands, Inc.
Agency:
Grey New York
Language:
English
1997 SILVER
The Power Tool For Stains
Era made friends with new consumers and stayed friends with old by effectively using advertising to communicate a message both groups liked: " affordable performance". Great consumer response helped Era surpass goals on share, shipments (a new record!), trial and loyalty.
Brand:
Era
Client:
Procter & Gamble
Agency:
Leo Burnett USA
Language:
English
FINALISTS
Scotts
Scott for Scotts
Ariel
See Equal #ShareTheLoad
GIG - Emlaq
Gigantic Stain
