Household Supplies & Services

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

1996 BRONZE

Or What

Understanding consumer dissatisfaction with current super glues on the market being hard to use - Loctite developed a new package for their QuickTite super glue product. Tapping into the consumer insight that this package makes the glue easier to use than other super glue brands, Loctite developed a simple strategy, based solely on consumer insights to build QuickTite into a strong consumer brand. For the first time, Loctite looked to a national consumer TV advertising effort to illustrate the product benefit to consumers and to begin to chip away at existing brands. Based on their launch advertising effort, Loctite has succeeded in beginning to build a strong consumer base for the QuickTite brand.

Brand: QuickTite
Client: Loctite Corporation
Agency: North Castle Partners Advertising, Inc.
Language: English

1995 GOLD

Measuring Success

Dean Witter's "Measuring Success" campaign has successfully improved Dean Witter's perception and awareness as the "Firm for the individual investor"; in turn elevating the Firm's positive reputation within the highly competitive investment services category and laying the groundwork for Dean Witter's future prosperity.

Brand: Discover Card (Dean Witter)
Client: Discover, Inc.
Agency: Leo Burnett USA
Language: English

1995 SILVER

Growing the Legend

In late 1993, Maytag began advertising an enhanced laundry product line with a rededication to the Maytag heritage of dependability and quality. This new product/campaign allowed Maytag to expand its premium market strength to mid-level model markets and succeeded in broadening the consumer appeal of Maytag laundry. Both volume and share growth indicate Maytag was successful in "Growing the Legend" of dependability and quality in 1994.

Brand: Maytag
Client: Maytag Company
Agency: Leo Burnett USA
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