Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2004 SILVER
Tucked In
Every Mom harbors a secret desire to be naughty sometimes. By offering Moms a way to satisfy their adult urge for indulgence, Pillsbury Big Deluxe Classics Cookies was able to achieve category leadership with phenomenal increases in volume and profit.
Brand:
Pillsbury Big Deluxe Classics Cookies
Client:
General Mills, Inc.
Agency:
Saatchi & Saatchi
Language:
English
2004 BRONZE
Car-a-mel or Car-mel?
The Nestle Crunch with Caramel "Car-a-mel or Car-mel?" campaign was created to introduce a line extension without cannibalizing the base brand. The fully integrated campaign immediately established 63% brand awareness for Nestle Crunch with Caramel. By extending product "news" through the "Vote now" element, Nestle Crunch with Caramel boosted total franchise sales by over 15%, surpassing ingoing goals. The campaign was instrumental in revitalizing the franchise.
Brand:
Nestle Crunch with Caramel
Client:
Nestl USA
Agency:
Dailey & Associates
Language:
English
2003 GOLD
Gone Sour
Altoids' quick ascension to the #1 mint was fueled by its Curiously Strong brand identity. Facing challenges to source new growth, the brand stretched to deliver a Curiously Strong experience to non-mint users by creating a new category with the launch of Altoids Sours. The "Gone Sour" teaser campaign aimed to leverage Altoids' equity while differentiating Sours as a separate and distinct non-mint candy. It effectively set the expectation for Altoids to change by crafting an analogy between the growing product line and the awkward moments of adolescent metamorphosis. As a result, the advertising-induced buzz more than delivered, almost doubling forecasted sales goals for incremental business growth.
Brand:
Nabisco: Altoids
Client:
Kraft Foods, Inc.
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"
