Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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PROGRAM
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
2006 BRONZE
A Dazzling Smile, No Matter What
Wrigley was attempting to reenter the whitening segment against a well-entrenched and high-spending competitor with roughly one-third its launch spending level. To do so, Wrigley focused on the target's core purchase driver of a confident smile. In less than a year, Orbit White achieved more than a 3% share of gum market.
Brand:
Wrigley's Orbit White
Client:
Wm. Wrigley Jr. Company
Agency:
Energy BBDO
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
