Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2003 BRONZE
CremeWiches Puppets
Through innovative product and positioning, Chips Ahoy! CremeWiches was able to create and own a new niche within the chocolate chip cookie category. Through innovative executional devices that cut through the category norm, the "CremeWiches Puppets" campaign appealed to the dual-target of Moms and Kids, so much so, that now the unique and clever interpretation of what creme feels like when its stuck 'smack dab in the middle' of two Chips Ahoy! chocolate chip cookies practically initiated a nationwide sing-a-long of the "CremeWiches Puppets" jingle.
Brand:
Nabisco: Chips Ahoy! CremeWiches
Client:
Kraft Foods, Inc.
Agency:
FCB New York
Language:
English
2003 BRONZE
Go Ahead Snack Away
How do you get snack buyers to try a brand they've never even heard of, in a product category they don't currently shop and that is priced at a premium versus other snacks? In a nutshell, that was the challenge facing the Quaker Oats Company for the 2002 restage of "Crispy Mini's Rice Snacks" as Quakes. The combination of a new, compelling product positioning ("junk food without the junk") with a humorous and surprising tone akin to other popular snacks, Quakes was able to expand its user base and far exceed sales and share goals for the year. As Quakes suggests, "Go Ahead Snack Away!"
Brand:
Quakes
Client:
Quaker Oats Company
Agency:
Element 79
Language:
English
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
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
