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 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

2019 GOLD

Recharging Redness Relievers in a Beautiful Way

Bausch + Lomb introduced new innovation into a declining category with LUMIFY, a new redness reliever eye drop. With the goal of bringing new users into the category, we positioned LUMIFY’s unique benefits for whiter, brighter, more radiant looking eyes to a new target, the beauty enthusiast. Aiming to capture her when she was shopping in beauty, LUMIFY created a ‘bridge’ between beauty and eye care at retail stores. LUMIFY single handedly lifted the redness reliever category by 26%, and 70% of LUMIFY purchases were cross shopped with beauty products.

Brand: LUMIFY
Client: Bausch + Lomb
Agency: Blue Chip Marketing Worldwide
Language: English

FINALISTS

Philadelphia Cream Cheese Tax Free Bagel

Cheetos Introducing the Cheetos Duster

livi PayLater livi PayLater - For Life's Aspirations