Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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PROGRAM
2000 BRONZE
Everyone Loves
Planters "Everyone Loves" campaign was designed to 1) solidify Planters leadership in the nut category while growing share in salty snacks, 2) convince younger consumers to consider nuts as an everyday snacking choice, and 3) leverage Planters core equities to make the brand more contemporary. Creative features three guys who encounter a "nutty" animal while snacking on nuts. The animal, in an effort to proves he loves nuts, creates a Mr. Peanut icon. The campaign has not only produced record-breaking copy effectiveness scores and been heralded by the press, but has also been the catalyst for unprecedented brand growth.
Brand:
Planters
Client:
Nabisco Foods Company
Agency:
FCB New York
Language:
English
1999 GOLD
Curiously Strong
After local success, Altoids challenge was to significantly grow national brand awareness, shipments and market share without compromising it's quirky "curiously strong" message with consumers.
Brand:
Altoids
Client:
Callard & Bowser-Suchard
Agency:
Leo Burnett USA
Language:
English
1999 SILVER
Where's the Cream Filling?
Hostess sales were declining, in large part, because the core target -- kids -- had been neglected for years. A comprehensive communications plan was implemented to break through the clutter of kids TV and generate awareness of the brand - and make it "cool" again. The results were double digit sales increases in key markets, creative recognition (a silver Clio, Cannes finalist and Golden Marble "Best of Show") and advertising awareness of 90% among kids.
Brand:
Hostess
Client:
Interstate Brands Company
Agency:
Campbell-Mithun Esty
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"
