Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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PROGRAM
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
2008 SILVER
Messin With Sasquatch
Despite being the market share leader, Jack Link's had minimal brand awareness. We led our small category, but were a blip on the broader snacking landscape. Slim Jim and the other core competitors were mounting an offensive. Despite increased competitive pressure and the noise of the snackfood category, we grew dollar sales by over 20%. Our key: make the snack part of the experience. "Feed Your Wild Side" let consumers participate in the story through laugh-out-loud and involving creative, media environments, sponsorships and sampling opportunities.
Brand:
Jack Link's Jerky
Client:
Jack Link's Jerky
Agency:
Carmichael Lynch
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
