Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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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
2002 BRONZE
Real Cream Effort
Reddi-whip believed that be changing the perception of the brand from a whipped topping to a real whipped cream and by dedicating their limited media dollars to their key consumption period - Thanksgiving through Christmas - that they could differentiate themselves from Cool Whip to ultimately drive crucial volume. Reddi-whip was able to grow this key period by 14.6% dollar sales and 12.7% volume sales and achieve its highest volume share ever in the aerosol segment.
Brand:
Reddi-wip
Client:
ConAgra Dairy Foods Corporation
Agency:
Cramer-Krasselt
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
