Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
FILTER BY:
PROGRAM
2020 BRONZE
Fiber One Got a Little Work Done
How do you bring a forgotten brand back to relevance? You turn their product reformulation into a cultural event! We broke CPG norms and borrowed the codes of plastic surgery to tell our makeover story. With help from our Housewives friends, we dropped a hit song and music video proudly shouting to the world, "Yeah, we got some work done!"
Brand:
Fiber One
Client:
General Mills
Agency:
Joan Creative
Language:
English
2020 BRONZE
Leveraging Reese's Indulgence to Drive Category-Busting Growth
Reese’s Not Sorry turned a product truth, the unapologetic deliciousness of our peanut butter and chocolate combo, into an all encompassing brand. We liberated people’s indulgence by inserting Reese’s into everyday moments and cultural milestones. From Candy Converters to Swap Shops, from sniffable banners to Valentine’s stories so perfect you could lick them, we’re not sorry to make you want Reese’s. This is a story about how leaning into your truth can drive category-busting growth in a next-to-flat category.
Brand:
Reese's
Client:
Reese's
Agency:
Anomaly
Language:
English
2020 BRONZE
Chew On It
By 2019, Twizzlers—once America’s favorite candy—had been left in the dust. Getting the brand on track meant capitalizing on our annual summer sales period. But in a category that thrives on novelty, we were stuck selling mild-flavored red straws. We doubled down on our ‘adultness’ and bucked all the tropes of candy advertising. We developed a platform that reflected the Twizzlers’ true role: a delicious way to process your thoughts. And we dramatically reversed sales declines, getting the brand back to its rightful place in the mouths of adults everywhere.
Brand:
Twizzlers
Client:
The Hershey Company
Agency:
Droga5
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"
