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1996 BRONZE

Workmate Shopbox

This campaign was designed to launch the Workmate Shopbox, a brand new product in the marketplace. The communication effectively breathed new life into Black & Decker's entire Workmate portfolio by building awareness and purchase consideration amongst a broader, more versatile base of consumers. Even with extremely limited media resources and a high retail price point, efforts helped to sell 33% higher than goal during the initial regional launch and paved the way for a successful national roll-out in 1995.

Brand: Black & Decker
Client: Black & Decker
Agency: Fallon McElligott
Language: English

1995 GOLD

The Compaq Brand/Presario Launch

The Compaq Brand/Presario launch established the company's consumer market leadership. The campaign quickly created Compaq and Presario general market awareness, improved brand consideration, and succeeded in increasing Compaq's consumer market share and sales. Compaq's success in the consumer market with Presario, the company's best selling new product ever, will contribute to achieving the corporate goal of #1 worldwide PC manufacturer by 1996.

Brand: Compaq
Client: Compaq Computer Corporation
Agency: Ammirati Puris Lintas
Language: English

1995 SILVER

The People Who Go No-Till

Corn farmers are rapidly adopting a new cultural practice called no-till farming. EXTRAZINE II corn herbicide offers a combination of benefits for weed control in no-till that no single herbicide can offer - burndown and residual control. One objective is to take ownership of the no-till herbicide category by dominating the brand association statement "best herbicide for no-till farming". This campaign positions EXTRAZINE II as the one herbicide for farmers who practice no-till farming.

Brand: Extrazine II
Client: DuPont Company
Agency: Rumrill-Hoyt, Inc.
Language: English