Commerce & Shopper: Challenger Brand Solutions

This is an award for smaller, new, or emerging brands making inroads against big, established leaders.

2024 SILVER

Champion Your Recovery

The protein shake category was uninviting, leading to declining sales from a majority of exercisers rejecting the category. Core Power's Champion Your Recovery repositioned protein shakes from fuel for bulking up to nutrition for healthy recovery. It tapped into the insight that recovery is universally needed and made recovery with nutrition as important as the workout itself.  Core Power was able to increase relevancy which lead to 48% growth in household penetration and 74% growth in sales. 

Brand: fairlife Core Power
Client: Fairlife LLC
Agency: Doner
Language: English

2023 GOLD

eos Brand Campaign

eos (evolution of smooth) wanted to revolutionize the dated shaving category and capture a new generation of young women. Polite, precious and utterly unhelpful, the category was ridiculously disconnected from a woman’s shaving reality. So, eos set out to get real about shaving and hair…everywhere. All inspired by what women actually need - on-going, honest, raw, fun, and useful conversations about shaving.

Brand: eos
Client: eos Products
Agency: Mischief @ No Fixed Address
Language: English

2023 BRONZE

Godiva Is Chocolate

The Godiva Is Chocolate campaign catapulted Godiva into CPG where competitors had dominated for years. By repositioning Godiva as the solution to all shoppers’ everyday chocolate needs, we boldly took on the entire category, shattering stereotypes and reframing Godiva from a formal gifting chocolate to an everyday self-treat. While our competitors were still the epitome of gold, chocolate luxury, we flipped the script reaching a new, younger audience. Resulting in +43% distribution increase and a higher increase in sales vs. competitors, the campaign effectively step-changed the growth trajectory of Godiva.

Brand: Godiva
Client: Godiva Chocolatier
Agency: TracyLocke
Language: English

FINALISTS

Tubi B2B

AAA (American Automobile Association)/ACG (Auto Club Group) Expect Something More From AAA, The Auto Club Group

Wasa Savor the 25th Hour with Wasa