Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2004 BRONZE
Car-a-mel or Car-mel?
The Nestle Crunch with Caramel "Car-a-mel or Car-mel?" campaign was created to introduce a line extension without cannibalizing the base brand. The fully integrated campaign immediately established 63% brand awareness for Nestle Crunch with Caramel. By extending product "news" through the "Vote now" element, Nestle Crunch with Caramel boosted total franchise sales by over 15%, surpassing ingoing goals. The campaign was instrumental in revitalizing the franchise.
Brand:
Nestle Crunch with Caramel
Client:
Nestl USA
Agency:
Dailey & Associates
Language:
English
2003 GOLD
Gone Sour
Altoids' quick ascension to the #1 mint was fueled by its Curiously Strong brand identity. Facing challenges to source new growth, the brand stretched to deliver a Curiously Strong experience to non-mint users by creating a new category with the launch of Altoids Sours. The "Gone Sour" teaser campaign aimed to leverage Altoids' equity while differentiating Sours as a separate and distinct non-mint candy. It effectively set the expectation for Altoids to change by crafting an analogy between the growing product line and the awkward moments of adolescent metamorphosis. As a result, the advertising-induced buzz more than delivered, almost doubling forecasted sales goals for incremental business growth.
Brand:
Nabisco: Altoids
Client:
Kraft Foods, Inc.
Agency:
Leo Burnett USA
Language:
English
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
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
