Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2003 SILVER
No Matter What
Wrigley's challenge was to substantially grow its share of the highly proliferated sugarfree gum segment. To do so, Wrigley launched Orbit with breakthrough creative that capitalized on an untapped positioning. Orbit was an immediate success, and significantly increased Wrigley's share of the sugarfree segment within one year. In fact, it was Wrigley's most successful sugarfree gum launch in history.
Brand:
Orbit
Client:
Wm. Wrigley Jr. Company
Agency:
BBDO Chicago
Language:
English
2003 BRONZE
CremeWiches Puppets
Through innovative product and positioning, Chips Ahoy! CremeWiches was able to create and own a new niche within the chocolate chip cookie category. Through innovative executional devices that cut through the category norm, the "CremeWiches Puppets" campaign appealed to the dual-target of Moms and Kids, so much so, that now the unique and clever interpretation of what creme feels like when its stuck 'smack dab in the middle' of two Chips Ahoy! chocolate chip cookies practically initiated a nationwide sing-a-long of the "CremeWiches Puppets" jingle.
Brand:
Nabisco: Chips Ahoy! CremeWiches
Client:
Kraft Foods, Inc.
Agency:
FCB New York
Language:
English
2003 BRONZE
Go Ahead Snack Away
How do you get snack buyers to try a brand they've never even heard of, in a product category they don't currently shop and that is priced at a premium versus other snacks? In a nutshell, that was the challenge facing the Quaker Oats Company for the 2002 restage of "Crispy Mini's Rice Snacks" as Quakes. The combination of a new, compelling product positioning ("junk food without the junk") with a humorous and surprising tone akin to other popular snacks, Quakes was able to expand its user base and far exceed sales and share goals for the year. As Quakes suggests, "Go Ahead Snack Away!"
Brand:
Quakes
Client:
Quaker Oats Company
Agency:
Element 79
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"
