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.

2022 GOLD

Sounds From Home

Medalla Light, Puerto Rico’s national beer, needed to announce its arrival and drive sales among Puerto Ricans in 9 US markets. This is the story of how Medalla, with only a small fraction of American beer budgets, used a clever activation to connect directly with the Puerto Rican diaspora, generating sales 2x greater than projected and over 2.1 million dollars in earned media coverage. The strategy? To transform a beloved and uniquely Puerto Rican sound into an irresistible and inspiring call-to-action inside stores.

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

2021 GOLD

#ChickenWars

How many social campaigns with no paid media earn $113.5 million worth of media and lead to 13% same-store sales growth and an additional $1 billion in system-wide sales for the year? It doesn’t happen by chance. We set out to make Popeyes Chicken Sandwich wildly famous. And our “instant” success was a year in the making as we market-tested our sandwich and cultivated our fanbase, particularly among Black Twitter, a highly influential, hyper-creative group of Twitter users. When our moment came, we knew exactly what to tweet start #ChickenWars.

Brand: Popeyes Louisiana Kitchen
Client: Restaurant Brands International
Agency: GSD&M
Language: English

2021 BRONZE

Pizza Hut X IKEA Meatball Pizza

The world of music is a master at this - collaborations between artists across genres, creating innovative new sounds, opening up exposure and ‘trial’ amongst respective fan bases. When Pizza Hut HK cooked up IKEA meatballs topping as their next novelty pizza, we pushed the collaboration further - creating SÄVA, the world’s first flat-packed home pizza experience, stirring up a limited edition frenzy across both brands’ followers. SÄVA surpassed sales forecasts by 86%, and gave Pizza Hut a vital boost in the Covid-critical home delivery market. A salivating collaboration indeed!

Brand: Pizza Hut
Client: Jardine Restaurant Group - Pizza Hut
Agency: Ogilvy Hong Kong
Language: English

FINALISTS

Philadelphia Cream Cheese Tax Free Bagel

Cheetos Introducing the Cheetos Duster

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