Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2004 GOLD
Yeti
The Golden Gophers have not played in the Rose Bowl for 35 years, they play in an off-campus, indoor stadium and were coming off six consecutive losing seasons. Our goal was to get people to attend Gopher football games despite the team's losing history. To avoid the backlash from over-promising Pasadena (home of the Rose Bowl), a statement made in previous marketing campaigns, we leveraged the opportunistic thought that, on or off the field anything can happen! We introduced Marge & Barb, two senior citizen, pigskin junkies who celebrated the essence of football-hard hitting, smash-mouthed defense, to promote the idea.
Brand:
Kellogg's Pop-Tarts
Client:
The Kellogg Company
Agency:
Leo Burnett USA
Language:
English
2004 SILVER
Oreo Moments
While the Oreo brand is over 90 years old and has universal household awareness, with Double Delight Mint 'n Creme, Oreo was able to increase its relevancy and grow share by expanding its objectives in broadening both its target audience and competitive frame of reference. The campaign's goal was designed to attract new adult users into the franchise, by touting its core equity: Delight consumers with the one-of-a-kind Oreo experience; and "Trade" successfully captured that essence by depicting a pure, unadulterated moment of childhood delight.
Brand:
Double Delight Oreo - Mint 'n Creme
Client:
Kraft Foods, Inc.
Agency:
FCB New York
Language:
English
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
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
