Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2011 GOLD
"You're Not You When You're Hungry"
After years of narrowly-focused communications and significant competitive pressure, SNICKERS(R) found itself in trouble. To reinvigorate the brand we went back to its roots as a hunger solution. The "You're Not You When You're Hungry" campaign tapped into the simple truth that when you're hungry, you're not yourself and SNICKERS can help sort you out. The idea touched all mediums and has achieved goals of driving volume sales, household penetration and reestablishing SNICKERS(R) within pop culture as a guys' brand that EVERYONE feels they can be a part of.
Brand:
SNICKERS
Client:
Mars Chocolate North America
Agency:
BBDO New York
Language:
English
2011 SILVER
THE RIDICULOUSLY INNOVATIVE UN-INNOVATION
How do you turn nothing into something? That's what Stride did by re-imagining innovation within the gum category. Faced with an onslaught of exciting competitor news, all Stride held in its arsenal was the launch of another flavored gum - with an ambition to reignite the plateaued Stride brand. The idea was - Don't tell them what the flavor is. By shattering category norms and conventional wisdom of complete transparency, Stride's Mega Mystery flavor invigorated Stride's share and triggered a buzz value that Stride had never seen.
Brand:
Stride Mega Mystery
Client:
Stride
Agency:
JWT
Language:
English
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
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
