Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2023 BRONZE
A New Day for the M&M'S Characters
Breaking with a proven playbook is daunting for any marketer, especially America's second-largest chocolate brand. But that's exactly what M&M'S did to reignite the interest of a generation that's allergic to paid advertising and ad-like objects, and highly skeptical of brands. To launch our new brand purpose, we broke fundamental rules of our mass-marketing playbook: we changed billion-dollar brand assets, went against our fans, and put PR before paid media. The resulting changes to our characters put M&M'S back in youth cultural conversation in a huge way.
Brand:
M&M'S
Client:
Mars Chocolate North America
Agency:
BBDO New York (United States of America)
Language:
English
2023 BRONZE
Apologize the Rainbow
To revive momentum for its core business in a category driven by new textures & innovations, Skittles needed to bring salience and appeal back to its basic product proposition. To rekindle the love, we leaned into years of “hate” around the flavor change of green Skittles – bringing back the original lime flavor and apologizing to (literally) everyone who had complained about it going away.Highlighting this over-the-top passion for the original Skittles experience helped drive a 7.4% sales lift -- reaching the highest core sales in brand history.
Brand:
Skittles
Client:
Mars Wrigley North America
Agency:
DDB Chicago
Language:
English
2023 BRONZE
Aged by Audio
Unlike most snacks, Cheez-It is made with 100% real cheese. But most don’t find this differentiator exciting. So when we heard there was a breakthrough process for aging cheese to hip-hop, we couldn’t resist. After aging Cheez-It to hip-hop for 6½ months, we launched Aged-by-Audio – the first-ever sonically-aged cheese snack. But instead of launching it like a cracker, we partnered with Pandora to launch it like a music-drop. The results? We QUADRUPLED engagement around our real cheese differentiator, TRIPLED traffic to our CheezItHQ.com and sold out in 12 days.
Brand:
Cheez-It
Client:
Kellogg's
Agency:
Leo Burnett / 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
