Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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PROGRAM
2010 SILVER
Building a Preeminent Green Brand
SunChips are made from whole grains, and have long enjoyed a reputation as a healthier snack. But in recent years SunChips faced new competition in this space. Recognizing consumers were now making a connection between their health and the planet's, SunChips repositioned as the 'pre-eminent green snack'. In 2009 SunChips showed that it?s not enough to talk about being green; a brand has to take action. And even the act of selecting a chip can be a choice for positive change in the world.
Brand:
SunChips
Client:
Frito-Lay North America
Agency:
Juniper Park
Language:
English
2010 BRONZE
Extra Snackdown
After decades of being the category leader, Extra found itself in a losing battle with new, formidable competition. Unlike these new players, Extra was stuck in the past. We needed a way to bring it into the present and position it for the future. By establishing Extra as a weight management tool, we were able to freshen the brand by establishing new relevancy and connect with women in a meaningful way. As a result, Extra was able to grow sales and share for the first time in years.
Brand:
Extra
Client:
Wm. Wrigley Jr. Company
Agency:
DDB
Language:
English
2009 GOLD
Haagen-Dazs Loves Honey Bees
Haagen-Dazs needed a big idea to reanimate the brand, in light of stalled sales and declining revenues. In 2008, Haagen-Dazs launched this campaign, recognizing the threat that disappearing honey bee populations would have on the brand's all-natural proposition. Haagen-Dazs raised awareness and money for bees through a fully integrated marketing and PR campaign. The results? Increased revenues and brand awareness, talk value and even an opportunity to testify on behalf of these unsung heroes in Congress.
Brand:
Haagen-Dazs
Client:
Haagen-Dazs
Agency:
Goodby, Silverstein & Partners
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"
