Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2005 GOLD
Made Like No Other
In the 1980's, Haagen-Dazs turned millions on to the pleasures of gourmet ice cream and created an entirely new ice cream category - super premium. After dominating for almost two decades, in 2003, Haagen-Dazs found itself outpaced by the category it once defined - hemorrhaging market share and stalling at the cash registers as competitors stole the limelight and sales. Embodying the 80's excess and pretensions, the brand was out of touch and off-putting; it was clear Haagen-Dazs needed to shift away from its elitist imagery. In May 2004, Haagen-Dazs relaunched the brand with a series of understated commercials that focused on the simple truth of the quality of the ice cream, nothing else. Reigniting people's passion for the brand, the advertising spurred a dramatic turnaround: sales and market share swelled as old and new audiences were won over - reminded why they loved Haagen-Dazs once more.
Brand:
Haagen-Dazs
Client:
Haagen-Dazs
Agency:
Goodby, Silverstein & Partners
Language:
English
2005 SILVER
The Energy You Crave
The 2004 SNICKERS MARATHON "Energy You Crave" campaign successfully introduced a new great tasting energy bar under the SNICKERS brand name. This effort capitalized on the trend towards healthier snack foods and enabled Masterfoods to remain competitive in the category. The launch exceeded expectations for communications effectiveness and catapulted MARATHON into head-to-head competition with energy bar leaders Power bar and Balance Bar.
Brand:
SNICKERS MARATHON
Client:
Mars Chocolate North America
Agency:
BBDO New York
Language:
English
2005 BRONZE
No Matter What
Wrigley faced the challenge of incrementally growing the Orbit gum brand in year 3 via the launch of Cinnamint and Bubblemint, without cannibalizing its existing 3 flavors. Orbit would need to reach this goal amidst a highly competitive environment and with lower media budget. To do so, Wrigley continued Orbit's successful "No Matter What" campaign that communicates the motivating clean feeling mouth positioning. As a result, Orbit's new flavors and existing flavors grew incrementally, far surpassing all of Wrigley's goals.
Brand:
Orbit
Client:
Wm. Wrigley Jr. Company
Agency:
BBDO Chicago
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
