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.

2019 SILVER

Lay's Baked

Chips baked in the oven remain exceptionally tasty, but contain 50% less fat, so you can allow yourself more! The main goal of the launch of the category was to show the unique features of the product. And we did it!

Brand: Lay's Baked
Client: Frito Ley Manufacturing LLC
Agency: Seven
Language: English, Russian

2019 BRONZE

OREO Mint Hot Chocolate at 7-Eleven

Our challenge was to drive cookie category growth at 7-Eleven to surprise and delight OREO shoppers at 7-Eleven with a unique,category-crossing event featuring a new, exclusive OREO hot beverage offering. The program incorporated an unprecedented four categories in-store, all cross-promoting excitement around and driving attention back to the hot beverage product. Pre-shop support reached Millennial shoppers with relevant influencers, gamification, and social formats, all of which drove trial. The unified onsite and digital efforts produced increased sales and benchmark-breaking digital reach.

Brand: OREO Cookies
Client: Mondelēz International
Agency: Phoenix Creative Co.
Language: English

2019 BRONZE

Lays & Pyaterochka employed Olga Buzova

Every autumn, crisps face low season. In response, Lay’s in exclusive partnership with “Pyaterochka” turned a limited-edition launch into a blockbuster with the whole country watching. The leading star Olga Buzova had tried herself in so many projects, yet hadn’t worked anywhere full-time. So we offered her a job at “Pyaterochka” to help us launch 2 exclusive Lay’s flavours! As a result, the 8-week new product volume was sold out in 2weeks, Lay’s reached sales growth +50% vs. last year, record-traffic (+103% clicks & +223% site visits) and buzz among the young audience. 

Brand: Lay's
Client: Frito Ley Manufacturing LLC
Agency: BBDO Moscow
Language: English, Russian

FINALISTS

Philadelphia Cream Cheese Tax Free Bagel

Cheetos Introducing the Cheetos Duster

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