Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2011 BRONZE
Clean up In Style
Once the #1 brand in the gum category, Orbit was losing share and relevance to competitors who were outpacing the brand on innovation. With the launch of the new Orbit Style Packs, Orbit redefined its long-standing "Clean" message to "Clean up in Style". Through an innovative creative and media strategy as well as strategic "style" partnerships, the new packs were introduced to consumers in an unexpected and surprising way. The result was a reversal of declining brand sales and rejuvenation of Orbit's image among the core young adult audience.
Brand:
Wrigley's Orbit Gum
Client:
Wrigley
Agency:
Energy BBDO
Language:
English
2010 GOLD
Wrigley Orbit Big Pak
In 2009 Wrigley launched Orbit Big Pak, an upsized pack of gum. The campaign had to drive awareness, restore brand perception of cool and innovative, and re-connect with Orbit loyalists. By creating an original rap artist named 'Big Pak' with campaign elements and a roll-out strategy similar to how the music industry introduces a new artist, we blurred the line between commerce and contemporary culture. Results showed that the campaign was highly breakthrough, helped strengthen brand loyalty, and improved consumer perceptions of Orbit as a cool and innovative brand.
Brand:
Orbit Gum - Big Pak
Client:
Wm. Wrigley Jr. Company
Agency:
Energy BBDO
Language:
English
2010 SILVER
Happiness Is Simple
Lay's is an iconic American brand that has historically dominated the snack category. But in recent years Lay's had become stagnant amidst perceptions it was the poster child for junk food. The 'Happiness is Simple' campaign flipped misperceptions about the product and reignited consumers' love affair with the Lay's brand.
Brand:
Lay's
Client:
Frito-Lay North America
Agency:
Juniper Park
Language:
English
FINALISTS
Klondike
Rest in Peace, Choco Taco
Pop-Tarts
Pop-Tarts Frosted Banana Bread: Launching a Vibe, Not Just a Flavor
Skittles
Skittles - "Don't Throw the Rainbow"
