Commerce & Shopper: Crisis Response / Critical Pivot

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2024 BRONZE

HERe for Her

As women continue to face systemic issues in accessing vital care, CVS Health made bold actions to provide more affordable access to necessities. CVS Health reduced the cost of store brand menstrual products by 25%+, paid $4.5M in taxes on period products where local governments would allow it, and audited thousands of products to bring fair pricing to similar women and men's products. The Here for Her campaign supporting these actions and others improved brand favorability by 10% and increased trips for feminine care 3-4x over the next competitor.

Brand: CVS Health
Client: CVS Health
Agency: Publicis Groupe
Language: English

2023 GOLD

Everyone’s Original

In the wake of a cultural reckoning, Uncle Ben’s® took action to understand inequities associated with the brand's name and face. Committed to supporting a more inclusive world, Uncle Ben’s became Ben’s Original™, alongside a new purpose to create opportunities that offer everyone a seat at the table. Faced with divided audiences, but guided by Purpose, the brand launched a global platform and campaign celebrating the differences we all bring to the table. Despite complex challenges, the brand grew in penetration, market share, consumer perception and purchase intent.

Brand: Ben's Original
Client: Ben's Original
Agency: The&Partnership Europe
Language: English

2023 SILVER

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