Commerce & Shopper: Multi-Retailer Program

For campaigns that ran with a central idea and executed that idea via dedicated rollouts to three or more different retail chains.

2019 SILVER

Pop-Tarts Destiny 2 Promotion

Pop-Tarts drove reappraisal with the teen and young adult markets by partnering with Activision to turn each pastry into a delicious power-up that helped gamers advance in the year’s biggest game, Destiny 2. An uncapped, one-for-one offer and robust digital campaign had gamers driving a +12.2% increase in sales vs. YAG and a +61.2% incremental dollar percent change vs YAG. Positive sales plus a landslide of earned media from teen and young adult gamers proved this to be Kellogg’s most daring and buzz-worthy multi-retailer campaign of 2017.

Brand: Pop-Tarts
Client: The Kellogg Company
Agency: The Integer Group
Language: English

2019 SILVER

because I can.

Diet Coke defied the odds stacked against them. The overall diet soda segment of the beverage category was on a steady decline and while the brand was loved by millions of loyalists, it lacked resonance with millennial refreshment seekers. Yet, The Coca-Cola Company believed in the brand’s potential. With a complete brand recast, Diet Coke succeeded in garnering support across thousands of retailers nationwide, surpassed 2018 forecasts and is credited as a key contributor to Coca-Cola’s 2018 first-quarter business results, which reported growth for the first time in 8 years.

Brand: Diet Coke
Client: The Coca-Cola Company
Agency: Geometry (New York)
Language: English

2019 BRONZE

Top Your RITZ

While RITZ Crackers are a longtime staple for rich-tasting holiday entertaining recipes, millennials were failing to see the brand’s relevance come Spring and bypassing the cracker aisle in search of lighter, fresh fare. RITZ Crackers needed to redefine cracker usage to include more casual, spur-of-the-moment springtime gatherings. Leveraging social content and retailer-specific mobile experiences, the RITZ brand told a versatility story that inspired different uses of RITZ Crackers (whether topped, dipped or eaten unadorned), partner solutions and consumption occasions. RITZ Crackers ultimately redefined perceptions withthis tech-driven younger audience.

Brand: RITZ Cracker
Client: Mondelēz International
Agency: Geometry (New York)
Language: English

FINALISTS

NABISCO SCORE BIG with NABISCO

Nutrena ProForce ProForce: Sports Advertising for Horses

TRISCUIT Crackers and Sabra Hummus TRISCUIT Crackers and Sabra Hummus - Tastiest Year Ever