Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2013 BRONZE
Slim Jim Man-Medicine
In 2011 Slim Jim sought to grow from a brand heavily entrenched among teenage boys to one that could also attract young adult guys (ages 18-29). And although they didn't yet know it, young adult guys really did need Slim Jims. That's because Slim Jims are made from stuff guys need - namely meat - to counteract the pressures of adult responsibility. In short, Slim Jims are man-medicine. And once the word got out, business results followed. Relevance, purchase intent and sales all increased among young adult guys as well as teens.
Brand:
Slim Jim
Client:
ConAgra Foods
Agency:
Venables Bell & Partners
Language:
English
2012 SILVER
If you like peanut butter and chocolate, you'll love peanut butter and SNICKERS
Despite multiple attempts, SNICKERS had been unable to tap into the booming peanut butter and chocolate segment dominated by Reeses a brand that had become synonymous with perfection. We decided to embrace the fact that we werent the traditional favorite, and deliver peanut butter as only SNICKERS could. Through the launch of Peanut Butter Squared we asserted that if you like peanut butter and chocolate, youll love peanut butter and SNICKERS. Communications spanned all mediums and SNICKERS Peanut Butter Squared surpassed launch objectives, propelling the franchise to double-digit growth.
Brand:
SNICKERS Brand
Client:
MARS Chocolate North America
Agency:
BBDO New York
Language:
English
2012 SILVER
Sweetness Stories
Truvia aimed to move from the #3 sugar substitute brand (measured by share) to #2 by stealing share from a key competitor. They needed to gain consumer trust and awareness of its benefits to expand beyond early adopters, and block competitors. The creative leveraged humorous songs with an honest but fun vibe. During the campaign, Truvia increased its share and became #2. Its growth outpaced total category growth fivefold. It was directly mirrored by a 5 point loss in the key competitor's share, suggesting Truvia successfully stole from them.
Brand:
Truvia(r) Natural Sweetener
Client:
Truvia
Agency:
Ogilvy & Mather
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
