Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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PROGRAM
1996 GOLD
Square Inch (Big Taste) National
For Wheat Thins to compete successfully in the evolving better for you snack market, the Brand had to communicate a meaningful and ownable taste focused benefit without minimizing the Brand's "sense of goodness". The "Square Inch" campaign quickly injected fun, snackaability and a new dimension of taste into the brand. Almost immediately, consumers responded and dollar share not only stabilized but actually increased for the first time in 20 periods, reversing a downward share trend for the brand.
Brand:
Nabisco Wheat Thins
Client:
Nabisco Foods Company
Agency:
McCann-Erickson New York
Language:
English
1996 SILVER
Curiously Strong
Altoids "Curiously Strong" campaign has far exceeded the aggressive volume and advertising tracking goals established for it. And without question the advertising has been the driving force, accomplishing the 3 year goal of turning San Francisco and Portland, OR into Seattle within a period of six months. Altoids is now a major brand in these markets, posed for continued growth.
Brand:
Altoids
Client:
Callard & Bowser-Suchard
Agency:
Leo Burnett USA
Language:
English
1996 BRONZE
Fat Free Invasion
Rold Gold's objective was to increase ad awareness/total brand awareness and retain their #1 position in the segment by a double digit margin. The segment was flat vs. year ago and crowded with low fat snack options for our health conscious target. The "Fat Free Invasion" starring Jason Alexander (our target's alter ego) leverages his credibility and humor linking our "Fat Free" equity to his physical prowess. As a result of this totally integrated event (the "Fat Free Invasion"),. Rold Gold remained the #1 pretzel brand lengthening its lead over the nearest competitor by 16 points and surpassed ad awareness and total brand awareness goals for the third year in a row.
Brand:
Rold Gold
Client:
Frito-Lay, Inc.
Agency:
DDB 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
