Retail
Open to all retail companies (online and/or brick & mortar) with general or specific merchandise.
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PROGRAM
2002 GOLD
Mervyn's Starts With Me
The Campaign positioned the retailer as a Brand that truly understood what moms need. Creatively, the advertising did two things. First, it dramatized to the target that we offered just what they were looking for: big brands at small prices. Second, it underscored our customer obsession, and linked the Brand with the customer, with the tagline: "Mervyn's Starts With ME."
Brand:
Mervyn's
Client:
Mervyn's
Agency:
Suissa Miller Advertising
Language:
English
2002 SILVER
Real Kids
After nearly two decades as the dominant retailer of surf and skate inspired clothing, PacSun found itself losing market share to general apparel retailers who now were providing much of the same products. In order to regain their leadership position, the company needed to establish its own brand identity and come out from behind the host of popular brands it carried. With the "Real Kids" campaign, PacSun went into TV for the first time as an exclusive sponsor of ESPN's X-Games along with additional presence in other music and fashion media. PacSun experienced tremendous sales success and was able to distance themselves, image-wise, from the general apparel retailers that were treading into their territory.
Brand:
Pacific Sunwear of California (PacSun)
Client:
Pacific Sunwear of California (PacSun)
Agency:
Bates USA West
Language:
English
2002 SILVER
More-Holiday
Kohl's, a relative newcomer to the retail department store category, fought fierce competition, a poor economy and low awareness to increase holiday Comp Store Sales by 14.8% and outpace the industry by 14.5% in December.
Brand:
Kohl's
Client:
Kohl's Department Stores
Agency:
McCann-Erickson
Language:
English
FINALISTS
McDonald's
McDonald's "Together let's go big"
Lacoste
Unexpected Encounters
EASY
Un Rincón en el Mundo para cada uno
