Agricultural, Industrial & Building

All related products, materials, tools and services.

FILTER BY:

PROGRAM

1998 BRONZE

You Only Need To Strike Once

The purpose of the launch campaign for Lightning was to create brand awareness. The lightning bolt was used in conjunction with the product name and the tag line "You Only Need To Strike Once" to get perceptions of the product into the mind of the consumer. The awareness level goal was five percent for the campaign. Research following the campaign shows Lightning brand awareness at 25 percent after two months of marketing communications activities.

Brand: Lightning Herbicide
Client: American Cyanamid Company
Agency: WestWayne, Inc.
Language: English

1997 GOLD

It's the Cheese

The "It's the Cheese" campaign unified a fragmented group of statewide cheese producers under a common brand identitiy. It also created a genuine preference for California cheese, despite the fact that no real product differentiation exsist. And the fun part is that it gave us a chance to poke fun at Californians (and we're allowed, since we live here). After only one year, this campaign has successfullly gained 79% of consumer awarness, increased retail distribution of California chesse by 50 million pounds, and increased usage of the Real California Cheese seal on over 50% of all products produced in-state. furthermore, California cheese sales have increased 9% while other out-of- state chesse sales have declined, most importantly Wisconsin, by 13%.

Brand: Real California Cheese
Client: California Milk Processor Board
Agency: McCann-Erickson San Francisco
Language: English

1997 SILVER

It's The Tools, Man

Black & Decker Corporation's aggressive goals for the DeWALT brand campaign were actually quite simple; dominate the high performance power tool category. This was achieved through the implementation of an insightful strategy, targeted at professional tool users but, designed to also capture aspirational D-I- Yers. The combination of traditional and non-traditional communications vehicles enabled the brand to establish a position as a high quality, professional's power tool. This resulted in sales and share leadership against both the professional and non-professinal markets.

Brand: DeWalt
Client: DeWalt Industrial Tool Co.
Agency: Eisner & Associates, Inc.
Language: English