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2006 GOLD

Create Your Space

Trex was threatened by aggressive competitors, many priced lower but claiming to be "as good as Trex." With this campaign, Trex satisfied homeowners' desires to express personalized tastes better and beat the competition. Leads grew 32%, distribution expanded by 22% and net sales improved 13.8%.

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

2006 SILVER

Power Grab

Loctite Power Grab, an adhesive with limited budget, sought to gain credibility among do-it-yourselfers. Facing stiff competition from category leader Liquid Nails, Power Grab took on the competition with an engaging product demonstration, which resulted in sales exceeding expectations.

Brand: Loctite Power Grab
Client: Henkel
Agency: DDB Chicago
Language: English

2005 GOLD

Never Plunge Again

When 1992 regulation mandated low water consumption toilets, quality decreased and consumers grew reluctant to replace their toilets. In an effort to boost sales, American Standard engineered an innovative toilet, but the challenge was to get consumers to listen to and believe a message about toilets. By identifying the true source of consumer toilet angst, the plunger, American Standard was able to create its most successful product launch in the company's 132-year history with promise that consumers will "Never Plunge Again."

Brand: American Standard
Client: American Standard Bath & Kitchen
Agency: Carmichael Lynch
Language: English