New Product or Service Introduction or Line Extension

Any communications effort used to introduce a new product or service that is not a line extension.

2024 BRONZE

KevlarEXO: The Power of Flexibility

DuPont Kevlar faced dwindling market share in the category it had built and defined. ​​With their impending revolutionary product launch, KevlarEXO, Kevlar needed to break free from category ubiquity. “The Power of Flexibility'' threaded multiple needles to reach the niche body armor audience. Via video, social, website and live demos, the campaign educated end-wearers on KevlarEXO’s powerful and freeing flexibility, who then advocated to Purchasers/Manufacturers that KevlarEXO was the right body armor for the job, securing Kevlar 91 leads (worth millions) and 504M earned impressions on a tight budget.

Brand: KevlarEXO
Client: DuPont
Agency: MULLENLOWE U.S.
Language: English

2024 BRONZE

Juicy Calls

In 2022, Simply Spiked Lemonade shook up the Flavored Malt Beverage category with its “juicy” attitude and “5% real fruit juice” difference. But continuing growth required expanding beyond JUST Lemonade. Enter: Simply Spiked Peach. A bold flavor that begged us to use Peach’s uniquely “cheeky” role in culture to rise above the category’s countless flavors. So we turned the peach emoji late-night call into a “Juicy Call” for free Simply Spiked Peach. The thirst was so real, Peach became MolsonCoors’ #1 flavor launch and doubled Simply’s total market share.

Brand: Simply Peach
Client: Simply Spiked
Agency: Mischief @ No Fixed Address
Language: English

2024 BRONZE

Introducing the Cheetos Duster

Cheetos had promoted recipes with Cheetle as the essential ingredient. However, 'chefs' were left to their own devices to create the Cheetle for their meal showstoppers - to varying degrees of quality and success. For the Holiday season we set out to right this wrong by creating a first-of-its-kind kitchen appliance that grinds Cheetos into Cheetle and have some fun along the way: the Cheetos Duster. The Cheetos Duster priced at $19.95 sold out on Amazon.com within two hours to become the #1 mixer on Amazon on Black Friday.

Brand: Cheetos
Client: Frito-Lay North America, Inc.
Agency: Amazon Advertising (United States)
Language: English

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