Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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PROGRAM
2001 GOLD
Whack and Unwrap
Consumers related to the humor tied to our unique product feature of whacking and unwrapping. The campaign was a "smashing" great success for Tobler Chocolate Orange, driving a 108% increase in sales over the Holidays, a whacking 896% increase at Easter, and a 9% increase in awareness. Not only that, but Tobler Chocolate Orange became the #1 specialty chocolate at both the Holidays and Easter.
Brand:
Tobler Chocolate Orange
Client:
Kraft Foods, Inc.
Agency:
Young & Rubicam
Language:
English
2001 SILVER
Too Much Pleasure?
In the Spring of 2000 Haagen-Dasz Ice Cream faced the most competitive selling season in its history. The "Too Much Pleasure" campaign used the Brand experience as differentiation in a highly competitive marketplace. It proved to be highly effective in growing Brand volume, awareness, and product perceptions. Most important of all, it worked to secure. Haagen-Dasz' position as the leader in super premium ice creams.
Brand:
Haagen-Dazs Ice Cream
Client:
Ice Cream Partners USA
Agency:
Wolf New York
Language:
English
2001 SILVER
This Could Be A Problem
In August 1999, Dreyer's Ice Cream launched Dreamery to compete with Haagen-Dasz and Ben & Jerry's. To effectively challenge these two venerable brands, and hold onto the valuable freezer shelf space, Dreamery would have to work its way into the hearts of a special group of heavy users, possessed with a comic obsession for the product. Armed with this insight Dreamery was positioned as the ice cream for the ice cream obsessive, i.e., "Ben & Jerry's may be for environmentalists and Haagen-Dasz may be for sophisticates, but Dreamery is about ice cream." An advertising narrative about these people and their relationships with ice cream was created and produced marvelous and accurately measured results.
Brand:
Dreyer's
Client:
Dreyer's
Agency:
Goodby, Silverstein & Partners
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
