Sustained Success - Products

Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.

2024 GOLD

Making the everyday wonderful when the world turned anything but

IKEA is a household name, popular within culture and with a long record of creative marketing, but back in 2013 a different story was emerging. Sales were flat, penetration declined and IKEA was looking out of step. The Wonderful Everyday has been a central pillar to the rejuvenation of the business, growing sales, arresting the penetration decline, growing ROI despite increasing budgets to deliver profit. After the first four years were entered into Sustained Success in 2018, the platform not only remains in full health, it’s matured; it delivered its highest revenue return in its 10th year.

Brand: IKEA
Client: IKEA UKI
Agency: Mother London
Language: English

2024 GOLD

When the chips are down, margins matter: How long-term emotional brand building delivered for McCain.

In 2014, McCain faced a double-headed challenge. Customers were buying more own label chips and shopping more at the discounters, where McCain chips weren’t available. Promotions delivered short-term volume, but depressed revenue and margins. Taking a bold long-term approach, McCain committed to a nine-year investment in brand advertising. With an enduring creative platform based on real families. Sales immediately increased, and kept growing, despite rising costs, fierce competition, and macro-economic shocks. The future looks bright.

Brand: McCain
Client: McCain Foods
Agency: adamandeveddb
Language: English

2024 GOLD

eos Women's Shave

eos wanted to build a modern shaving brand for modern women, today. By having a much more real, raw and useful conversation with a younger generation of women about body hair and shaving, we dragged shaving out of the middle ages. eos normalized everything, from HOW you shave to WHY you shave to WHERE you shave. eos’ unapologetic (and fun as hell) tone paid off, driving sustainable growth in market share and HHP for 3 consecutive years (while other major brands declined) becoming the #1 shaving brand for Gen Z.

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

FINALISTS

Jif That Jif'ing Good

Hellmann's Hellmann's Super Bowl 3 Year Campaign

ARM & HAMMER POWERING THE NEXT 177 YEARS OF GROWTH BY CLOSING THE HOME CONFIDENCE GAP