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.

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

Diapers That Make a Difference

Historically, diaper brands have targeted millennial shoppers by projecting a “perfect” image of parenting and diapering. But the new generation of parents believes imperfect parenting is good, as long as their baby is loved. Knowing today’s parents have different expectations of brands, we designed All Good to celebrate what good parenting and good diapers mean to Gen Z. With every purchase, shoppers get around-the-clock leakage protection and make an impact via diaper donations to Feeding America. In the first 5 months since launch, All Good has donated 2 million diapers.

Brand: All Good Diapers
Client: Procter & Gamble
Agency: Saatchi & Saatchi X
Language: English

2020 BRONZE

Sipping is Believing

Espresso is the future of the coffee category, but Dunkin’ wasn’t getting a piece of it. We had offered espresso since 2003, but the product was disappointing. Our launch of an improved espresso line needed to transform perceptions; people didn’t believe Dunkin’ could do espresso. With a campaign that leaned into the unexpectedness of Dunkin’s delicious espresso, we convinced skeptics that the best-tasting espresso was right under their nose: at Dunkin’. Ultimately, we grew espresso sales by 67%, with Dunkin’ named QSR Magazine’s “2018 Most Transformational” brand.

Brand: Dunkin'
Client: Dunkin Brands
Agency: BBDO New York
Language: English

FINALISTS

Philadelphia Cream Cheese Tax Free Bagel

Cheetos Introducing the Cheetos Duster

SOUR PATCH KIDS SPK Mystery at Circle K