Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2013 GOLD
OREO Daily Twist
On March 6, 2012, OREO celebrated its 100th Birthday. After launching a very successful campaign, the brand was left with quite a challenge. OREO was at its highest awareness and sales levels ever, but this 100 year old cookie needed to become more modern and even more successful throughout the year. OREO launched a first of its kind social media campaign, which tapped into contemporary culture in real time, every day. This resulted in an onslaught of media coverage, consumer engagement, and exceeded YAG net revenue by 6.7%.
Brand:
OREO
Client:
Mondelez International
Agency:
Draftfcb
Language:
English
2013 SILVER
Not Your Average Chocolate
After M&M'S was dethroned as the #1 chocolate in America by Reese's, the brand sought to regain its rightful ranking in the chocolate category. Research identified a unique challenge: consumers no longer associated M&M'S with chocolate; instead they mistook it for candy. To remind consumers M&M'S are 100% pure milk chocolate, we debuted the Ms. Brown M&M, which consumers actually believed to be more chocolatey than any of the other colors. She was the perfect spokeswoman. The Super Bowl spot ranked #1 and sales increased at more than double the category growth.
Brand:
M&M'S
Client:
MARS Chocolate North America
Agency:
BBDO New York
Language:
English
2013 SILVER
World Gone Sour
While Sour Patch Kids led the sour candy category, it was being outspent by competitors and was in danger of losing its teenage consumers. We had to rethink the brand's traditional approach and connect on teens' terms. We turned the candy into a character with a super sour attitude and put SPK in new places: where teens play. With new packaging, a video game, music video and revamped Facebook presence, SPK won them over. It grew sales and is well on its way to becoming a pop culture icon.
Brand:
Sour Patch Kids
Client:
Mondelez International
Agency:
Mother New York
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
