Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2021 BRONZE
KITKAT - YOUTUBE DESERVES A BREAK
In an impulse category where brands fought for top-of-mind attention, KITKAT reclaimed its break territory and stood out from competition by revolutionizing the use of YouTube in the region, and leveraging on the power of data, to create disruptive content. We personified YouTube, a reach-based platform, to make it more engaging, and went for personalization at scale. The results? Drove unprecedented recall (14.8%), over-indexed on "perfect for my break, leading to an increase in sales by 9% and market share by 7%.
Brand:
KITKAT
Client:
Nestle
Agency:
Publicis Middle East
Language:
English
2021 BRONZE
Cool Ranch
Doritos Cool Ranch was getting left in the dust. Tastebuds had shifted from “cool” to “hot.” The brand was losing households, and growth had stalled to a southern drawl. By reimagining Ranch—shifting the context from old West to new West and inviting new people to participate—the campaign rocketed Doritos Cool Ranch into culture (#2 SOV on Super Bowl) and created a social challenge with a life of its own (5.8B TikTok views). In doing so we sent the business galloping, outpacing three-year compound growth by 14x and reclaiming households.
Brand:
Doritos
Client:
Frito-Lay North America, Inc.
Agency:
Goodby Silverstein & Partners
Language:
English
2020 SILVER
Wine and Cheez-It
Over the years, Cheez-It shifted its focus from supporting the Base business and highlighting its 100% Real Cheese claim to promoting innovation and new products. This strategy drove the overall business, however Base performance suffered. We needed to get people talking about the Cheez-It brand and return momentum to its 100% Real Cheese claim. And in order to breakthrough, we had to create an idea that was as unexpected and absurdly satisfying as the brand itself. So, we made the ultimate snack pack for grown-ups: Wine + Cheez-It.
Brand:
Cheez-It
Client:
The Kellogg Company
Agency:
Edelman
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"
