Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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PROGRAM
2009 SILVER
5: Stimulate Your Senses
The challenge was to break out of the functional constraints of the Gum category to build a brand recognized as a meaningful part of the lives of teens and regain their lost consumption. This integrated marketing campaign was created to grab hold of this audience and plunge them into a world of sensory experimentation. The work shows that the 5 brand is more than just gum. It embodies the explorer mindset. The Wrigley sales team has called 5 the most successful launch in Wrigley history.
Brand:
Wrigley: 5 Gum
Client:
Wm. Wrigley Jr. Company
Agency:
Energy BBDO
Language:
English
2009 BRONZE
Solar Launch Campaign
On Earth Day 2008, SunChips' factory in Modesto, Calif., opened a 10-acre solar grid so that SunChips would be made with solar energy. However, the brand's users were not hard-core green consumers, and they didn't care to hear about the details. They just wanted to know they were doing something a little better. The challenge was to find a way to connect a solar field at the SunChips' factory to the product that people held in their hands and make the solar news simple, accessible and tangible.
Brand:
SunChips
Client:
Frito-Lay, Inc.
Agency:
Juniper Park
Language:
English
2008 GOLD
Good For You Bad For Us
Successfully launched brand into a highly crowded, undifferentiated, promiscuous category. The idea needed to not only create trial but more importantly repeat amongst our audience. By owning the consequence, rather than just the benefit of long lasting, we arrived at the big idea of "Good For You, Bad For Us." By providing our audience with a rational reason to try us, and a compelling emotional reason to engage with us, we differentiated ourselves, exceeding all launch expectations, making us the #1 brand tried and repeated in the past 5 years.
Brand:
Stride
Client:
Cadbury Adams
Agency:
JWT
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"
