Positive Change - Social Good: Brands
Recognizing brands that are making the world a better place by using the power of their communications platforms for "good." This category celebrates for-profit brand efforts that effectively combined business goals with a social cause (he
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2010 SILVER
Building a Preeminent Green Brand
SunChips are made from whole grains, and have long enjoyed a reputation as a healthier snack. But in recent years the brand faced new competition in this space. Recognizing consumers were now making a connection between their health and the planet's, SunChips repositioned as the 'pre-eminent green snack'. In 2009 SunChips showed that it's not enough to talk about being green; a brand has to take action. And even the act of selecting a chip can be a choice for positive change in the world.
Brand:
SunChips
Client:
Frito-Lay North America
Agency:
Juniper Park
Language:
English
2010 BRONZE
Starbucks 'Sparks'
In 2007, Starbucks - the company who had literally changed the way a nation thought of, spoke about and drank coffee - was facing its biggest-ever threat. With stalled sales, a falling stock price and a weakened brand image, Starbucks needed renewed meaning in a fast changing world. Using its size for good, we wanted to show Starbucks' role in the community, by 'sparking' community action. Three 'sparks' were created that resulted in significantly increased key brand measures and extremely successful consumer engagement.
Brand:
Starbucks Coffee Company
Client:
Starbucks Coffee Company
Agency:
BBDO New York
Language:
English
FINALISTS
Pure Leaf Iced Tea
The "No" Grants
Chick-fil-A
The Brake Room
McDonald's
Eating Equally with Eatqual
