Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2002 GOLD
Curiously Strong Valentine
Altoids was launching a Valentines Day "Love Tin" amidst a sea of other "heart shaped" candies. The brand decided to break through the clutter by leveraging Altoids' sexually charged urban mythology (seethe Kenneth Starr Report). The idea: give consumers risque Altoids Valentines Day cards that encourages bar patrons to flirt with each other and talk "Dirty " about the Love Tin. Not only did the "Love Tin" become the best selling Valentines Day confection in convenience stores, the provocative campaign brought consumers back into the overall Altoids franchise.
Brand:
Altoids
Client:
Callard & Bowser-Suchard
Agency:
Leo Burnett USA
Language:
English
2002 SILVER
Ritual
The "Ritual" campaign introduced Chocolate Creme Oreo, the brand's first major line extension in 89 years. As such, the campaign has the delicate task of causing consumers of chocolate snacks to the the new product without alienating long-time Oreo users whose bond to original Oreo is string and emotional. To achieve the brand's goal, the advertising leverages one of the brand's most loved equities, the Oreo twist/lick/dunk eating ritual. Only this time, the surprise is finding the new and delicious chocolate creme center in place of the vanilla CrËme original.
Brand:
Chocolate Creme Oreo (Nabisco)
Client:
Kraft Foods, Inc.
Agency:
FCB New York
Language:
English
2002 SILVER
Hungry? Crunch This.
Capitalizing on the "primal urge" to crunch something, the Snickers brand was reinvigorated the line extensions Snickers Crunchier in 2001. With breakthrough creative that captured and brought to life a key consumer insight, Snickers Crunchier was an instant hit. Cruncher drove the total Snickers brand sales growth and was M&M/MARS' most successful new launch this year.
Brand:
SNICKERS Cruncher
Client:
Mars Chocolate North America
Agency:
BBDO New York
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"
