Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2021 SILVER
KITKAT, THE VOICE
Sponsorships are perfect reach and awareness builders. But when KitKat started to lose association with its iconic ‘break’ platform, it wasn’t enough to typically sponsor the biggest TV show in the region. We blurred the lines between real TV and commercial breaks and shattered all stereotypical perceptions people had about breaks during their favorite TV shows, immersing viewers in an unprecedented brand experience.We generated great recall (75%), a 14% uplift on brand equity, 67% brand favorability and drove more loyalty in an impulse category with 6% increase in repurchase.
Brand:
KITKAT
Client:
Nestle
Agency:
Publicis Middle East
Language:
English
2021 SILVER
How Snickers Didn't Fix the World
For years, SNICKERS has satisfied hungry people acting “out-of-sorts” but shifting snacking behavior meant the only thing “out-of-sorts” was our sales. We needed to evolve the campaign to capture the snacking and treating occasions not prompted by hunger. Realizing out-of-sortsness isn’t limited to hungry individuals, we expanded SNICKERS’ relevance by tapping into everyday problems an out-of-sorts world creates, and absurdly “fed” the world a giant SNICKERS as the satisfying solution. We returned the brand to growth after years of decline with category-beating sales lift of 7% versus the category's 1%.
Brand:
Snickers
Client:
Mars Wrigley
Agency:
BBDO New York
Language:
English
2021 SILVER
Can't Touch This
Cheetos was hitting a growth plateau, and planned to launch Cheetos Popcorn to attract new households. But the popcorn subcategory exists in opposition to the messy indulgence of snacks like Cheetos. By embracing and amplifying the dust that makes Cheetos distinct, even if it’s a polarizing attribute, the campaign sold 100MM in Cheetos Popcorn, hitting 250% to plan; brought 1.75MM new households into the Cheetos trademark; and drove 75% of Popcorn subcategory growth. Cheetos’ weakness, ultimately, became its superpower.
Brand:
Cheetos
Client:
Frito-Lay North America, Inc.
Agency:
Goodby Silverstein & Partners
Language:
English
FINALISTS
Klondike
Rest in Peace, Choco Taco
Pop-Tarts
Pop-Tarts Frosted Banana Bread: Launching a Vibe, Not Just a Flavor
Skittles
Skittles - "Don't Throw the Rainbow"
