Commerce & Shopper: New Product/Service Introduction

Any commerce and/or shopper effort used to introduce a new product or service. New products/services may include a whole new brand, a new product from an existing brand, or a new line extension.

2023 BRONZE

A Taste of Space – Coca-Cola Creations Starlight

The overall soft drink category is growing, but there was an opportunity for Coca-Cola to recruit Gen Z shoppers who are drinking soda less often. Coca-Cola Starlight appeals to Gen Z’s hunger for exploration, and Walmart shoppers were the first to be able to purchase. Starlight launched at Walmart with omnichannel tactics including Walmart’s first-ever beverage pre-order which sold out in under 12 hours. The launch lead to strong category growth (+13%), fueled by Coke TM growth (+16%), with 1 in 4 Gen Z shoppers being new to the category.

Brand: Coca-Cola
Client: The Coca-Cola Company
Agency: VMLY&R Commerce
Language: English

2023 BRONZE

Create Your Own Karma

Credit Karma is expanding from a credit score-checking app to a full-fledged financial services company. The problem? Our target, Millennials, feel unworthy of using traditional financial institutions because they are not confident with their financial situation. So before selling them on Credit Karma, we had to sell them on themselves. Create Your Own Karma, built our target up by giving them the confidence they needed to realize that with Credit Karma they’ll have what it takes to make financial progress.

Brand: Credit Karma
Client: Credit Karma
Agency: MullenLowe U.S.
Language: English

2023 GLOBAL GRAND

Sounds From Home

A powerful example of culturally-driven marketing, Sounds From Home encapsulates Medalla Light's ingenious U.S. launch strategy. By employing the evocative call of Puerto Rico's iconic coquí frog, the campaign carved out a place in a saturated US beer market. With modest resources, it deeply resonated with the Puerto Rican diaspora, sparking extraordinary sales and valuable media attention.

Brand: Medalla Light
Client: Cervecera de Puerto Rico
Agency: DDB Latina Puerto Rico
Language: English

FINALISTS

Philadelphia Cream Cheese Tax Free Bagel

Cheetos Introducing the Cheetos Duster

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