Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2021 SILVER
Shoop Instant Noodles
Instant Noodles category was introduced in local market a few decades ago with children(6-12 years) as its primary TG ever since. This segment was strongly owned by first movers in category and had also driven it to a point of saturation. Shoop decided to chalk a path of its own by owning an untapped segment(13-24 year) which promised the same consumption potential. An insight which later transcended to be the voice of this group helped Shoop in doubling its revenue in one-year fueled by highest ever equity and loyalty scores.
Brand:
Shoop Instant Noodles
Client:
Shan Foods (Pvt.) Limited
Agency:
Fishbowl (Pvt.) Ltd
Language:
English
2021 SILVER
How Snickers Didn't Fix the World
For years, SNICKERS has satisfied hungry people acting “out-of-sorts” but shifting snacking behavior meant the only thing “out-of-sorts” was our sales. We needed to evolve the campaign to capture the snacking and treating occasions not prompted by hunger. Realizing out-of-sortsness isn’t limited to hungry individuals, we expanded SNICKERS’ relevance by tapping into everyday problems an out-of-sorts world creates, and absurdly “fed” the world a giant SNICKERS as the satisfying solution. We returned the brand to growth after years of decline with category-beating sales lift of 7% versus the category's 1%.
Brand:
Snickers
Client:
Mars Wrigley
Agency:
BBDO New York
Language:
English
2021 SILVER
Can't Touch This
Cheetos was hitting a growth plateau, and planned to launch Cheetos Popcorn to attract new households. But the popcorn subcategory exists in opposition to the messy indulgence of snacks like Cheetos. By embracing and amplifying the dust that makes Cheetos distinct, even if it’s a polarizing attribute, the campaign sold 100MM in Cheetos Popcorn, hitting 250% to plan; brought 1.75MM new households into the Cheetos trademark; and drove 75% of Popcorn subcategory growth. Cheetos’ weakness, ultimately, became its superpower.
Brand:
Cheetos
Client:
Frito-Lay North America, Inc.
Agency:
Goodby Silverstein & Partners
Language:
English
FINALISTS
D´Onofrio
El D'Onoverso
Klondike
Rest in Peace, Choco Taco
Pop-Tarts
Pop-Tarts Frosted Banana Bread: Launching a Vibe, Not Just a Flavor
