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2004 GOLD

Beef. It's What's For Dinner.

While the Beef industry had recently reversed a 20 year decline in demand by celebrating the nutritional benefits and convenience of eating Beef, the continued economic recession presented the cattle industry with a new threat . . . consumer beef prices skyrocketed to record highs in 2003. The refreshed 2003 campaign was designed to reassert Beef as the "King of Meals" and fuel the passion for eating Beef among Beef Lovers. Results from this campaign demonstrate evidence that the advertising ignites Beef passion among consumers inspiring them to continue purchasing beef despite record high consumer prices, thereby helping to increase demand in 2003.

Brand: America's Beef Producers
Client: National Cattleman's Beef Association
Agency: Leo Burnett USA
Language: English

2004 SILVER

Black and Decker. Does it better.

The difficult mission for Black & Decker in 4Q '02 was to meet aggressive sales goals for its new Bulls eye product in the face of a competitive product that was selling at 43% less. The essence of the strategy was articulated through the selling proposition, "Black & Decker. Makes it Better"; this idea was brought to life through the Bulls eye, a new, "doer friendly" innovation that makes it possible to achieve highly satisfying results. Black & Decker's Bulls eye advertising effort was remarkably successful, selling 100% of the Bulls eye product in all retailers less than halfway through the media flight.

Brand: Black & Decker
Client: Black & Decker
Agency: McCann Erickson
Language: English

2004 BRONZE

Why Settle?

Facing an eroding value perception, lost cache and strong competitive pressure from overseas product knock-offs, DuPont Corian made a powerful statement with their "Why Settle?" campaign. It was a simple idea that led consumers to wonder why they should settle for the ordinary when they could enjoy the beauty, warmth and elegance of the world's most loved solid surface. The "Why Settle?" campaign resulted in dramatic increases in revenue, volume and market share.

Brand: DuPont Corian
Client: DuPont Company
Agency: Gabriel deGrood Bendt
Language: English