Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2010 GOLD
Wrigley Orbit Big Pak
In 2009 Wrigley launched Orbit Big Pak, an upsized pack of gum. The campaign had to drive awareness, restore brand perception of cool and innovative, and re-connect with Orbit loyalists. By creating an original rap artist named 'Big Pak' with campaign elements and a roll-out strategy similar to how the music industry introduces a new artist, we blurred the line between commerce and contemporary culture. Results showed that the campaign was highly breakthrough, helped strengthen brand loyalty, and improved consumer perceptions of Orbit as a cool and innovative brand.
Brand:
Orbit Gum - Big Pak
Client:
Wm. Wrigley Jr. Company
Agency:
Energy BBDO
Language:
English
2010 SILVER
Happiness Is Simple
Lay's is an iconic American brand that has historically dominated the snack category. But in recent years Lay's had become stagnant amidst perceptions it was the poster child for junk food. The 'Happiness is Simple' campaign flipped misperceptions about the product and reignited consumers' love affair with the Lay's brand.
Brand:
Lay's
Client:
Frito-Lay North America
Agency:
Juniper Park
Language:
English
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
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
