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2002 SILVER

Baseball

Previous Pella advertising successfully positioned Pellas as a premium, New Home construction window brand but due to industry economic trends, Pella needed to expand its focus into the Replacement Window market. The goal of growing Pella's replacement business amid a glut of low-cost, low-quality vinyl competitors while maintaining Pella's premium positioning seemed insurmountable. A simple baseball proved to be the solution to reach our target, Stan and Sally Slapgut, and provide the necessary impetus for action with a charming commercial that introduced Pella's Replacement Windows. Not only did Pella exceed all awareness and sales goals in this new low-end market but the brand's image as a leader remained strong.

Brand: Pella
Client: Pella Corporation
Agency: Young & Rubicam New York
Language: English

2002 BRONZE

The Only Brand

Trex, the leading brand of composite decking, had established a base of consumer awareness and understanding that helped propel the company to the top of the fledgling alternative decking category. To capitalize on this marketing advantage, Trex Company's challenge became to gain a dominant foothold among Deck Builders who sit across the Kitchen table From consumers when it comes time to make the deck brand decision. If treks company could convince Deck builders to actively support Trex decking with their customers, the company would close the loop on the purchase process and help ensure that treks Decking would maintain its dominance in the category.

Brand: Trex
Client: Trex Company
Agency: Carmichael Lynch
Language: English

2001 SILVER

Building Dreams

To carve out its share of the wood-dominated decking industry, Trex Company, manufacturer of wood/plastic composite decking, entered the market with aggressive sales goals. They've succeeded by building a brand that inspires consumers to create the deck they've always dreamed of but never thought possible. Their collective efforts have now positioned Trex decking as the clear leader within the burgeoning alternative decking market, a position it will defend and grow for years to come.

Brand: Trex
Client: Trex Company
Agency: Carmichael Lynch
Language: English