Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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PROGRAM
2007 BRONZE
What would you do for a Klondike Bar?
Everyday people do the little things in life that surprise and delight those around them. They deserve THE big, satisfying everyday reward. They deserve the amazing taste of a Klondike bar. The objective was to revitalize the old campaign by moving away from focusing on celebrities and their quirky behavior, but to position Klondike as an everyday reward for everyday people. What would YOU do for a Klondike Bar?
Brand:
Klondike Bar
Client:
Unlilever
Agency:
Campbell Mithun
Language:
English
2006 GOLD
Close Moments
After its tremendously successful launch in 2001, competition to Listerine PocketPaks shifted consumer interest toward newer, sexier product offerings. In an effort to stem "post-fad" decline, this campaign set out to celebrate the productís unique form by marrying the product's attributes to a compelling emotional message. The challenge was to establish an exclusive purpose for PocketPaks by embracing moments in which no other breath freshener would be appropriate. The product has been successful, not only stabilizing the business but also increasing sales by 10%, and remains the only strip in the category.
Brand:
Listerine PocketPaks
Client:
Pfizer Inc.
Agency:
JWT New York
Language:
English
2006 SILVER
A Peek Inside The Hollow Tree
After three years of steep sales and share decline, the Keebler cookies brand was drowning in a cluttered, commoditized and declining category. The answer was going back to the raw, emotional experience of the cookie moment for consumers and the true magic only Keebler could bring to it. Tapping into this spurred the complete reinvention of the brand's long-standing icons, the Keebler Elves, transforming them into creatures that represent and embrace the special care and magic that originally built the Keebler brand. The campaign grew sales for the first time in three years by 7% and re-established Keebler as a key category player.
Brand:
Keebler
Client:
The Kellogg Company
Agency:
Leo Burnett USA
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"
