This category honors marketers who are creating a product in response to the marketing or business challenged faced that is NOT being sold in order to provide utility to consumers.
PEPSI UTC Campaign
In 2017, Pepsi upgraded traditional UTC program to youth culture platform by collaboration with young & fashion brands/ designers – Alexander wang/ SANKUANZ/ PERCY LAU/WARRIORS/ YANG MING JIE. Disruptive collaboration model in UTC program generated huge social buzz & engagement. Pepsi continuously build youth culture platform to inspire creativity.
Client: PepsiCo China
Agency: Loftooo & Harvestsgroup
For more than one hundred years, Whirlpool has been committed to building appliances that enable the everyday care so necessary for families to thrive. That's why, when we found out kids were missing school because they lack clean clothes - we knew that we had to do something. Whirlpool created the Care Counts program to see how something as important as attendance rates could be impacted by the simple act of laundry. Whirlpool changed kids lives for the better by enabling them to succeed, increasing attendance rates by 93%.