Seasonal Marketing- Products

Seasons, holidays and events allow marketers the opportunity to build strategic communications based on the time-based interests of their target audience.  This category will honor those efforts that effectively capitalized on a season, holiday or cultural event to drive results for their business. 

2024 GOLD

DoorDash Self-Love Bouquet

DoorDash wanted to grow its flower delivery service during Valentine’s Day. In a world where social media shames singles on Valentine’s Day, DoorDash flipped “singleness” into a positive and decided to empower singles who deserved some self-love. DoorDash turned self-love into self-pleasure with The Self-Love Bouquet, a bouquet of flowers with the most popular sex toy of the year. Within 3 days, the Self-Love Bouquet sold out. The campaign’s 7-day span drove 795m earned impressions across 120 pieces of coverage and singles some much-needed self-love.

Brand: DoorDash
Client: DoorDash, Inc.
Agency: GUT
Language: English

2024 SILVER

High Stakes Beer Ad

Molson Coors had been frozen out of the Super Bowl for 30 years. And for its grand return, it only had one :30 spot for two brands to share. By tapping into the booming trend of online sports betting, we flipped this weakness into a strength - throwing down the gauntlet and creating the first commercial that fans could bet on. The ‘High Stakes Beer Ad’ created $210M in earned media value—and the #1 most googled brand in the Super Bowl—growing category share with only a fraction of the airtime.

Brand: Molson Coors
Client: Molson Coors
Agency: Droga5
Language: English

2023 GOLD

Live the child within

Seeking to win some love from people in Ramadan 2023 versus other brands in its category, McDonald’s chose to bring back the magic of Ramadan. Recognizing how over the years Ramadan seems to have lost some of its magic; McDonald’s launched a campaign that reminded grown-ups what it was like to experience the magic of childlike wonder and invited adults across the Gulf to live the child within. In seeing Ramadan through children’s eyes, McDonald’s witnessed a significant impact on brand health and business metrics, and on talkability and engagement.

Brand: McDonald's
Client: McDonald's GCC
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English

FINALISTS

Walmart+ The Mother of All Savings Memberships

Coors Light The Official Beer of Everything Unofficial This Summer

Campbell's Condensed Soup Move Over Turkey, Campbell’s Celebrates and Owns Sides Season