Youth Marketing

This category will honor those efforts that successfully communicate to teens or young adults.

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2004 SILVER

How do you ello?

Mattel faced the challenge of introducing a complex new toy that provided girls with an entirely new way to play. The "How do you ello?" campaign, helped Mattel overcome this challenge, and go on to capture the #1 Category position, and 14% of Category share. All of this was accomplished in less than an year.

Brand: ELLO
Client: Mattel Toys
Agency: Young & Rubicam
Language: English

2004 BRONZE

Berry Sweet Launch

The goals of the "Berry Sweet Launch" campaign were to successfully launch the Strawberry Shortcake brand and become a key player in the doll and mini doll categories within the first three months of launch. Our goals were met and exceeded with a campaign that simply introduced "Strawberryland" as a relevant, fun place that let little girls be little girls without provocative teen "aspirational" messages used exhaustively by our competitors.

Brand: Strawberry Shortcake
Client: Bandai America
Agency: JWT
Language: English

2002 BRONZE

Commitment

Bandai faced the challenge of introducing a confusing new hybrid toy -- based on the Gundam entertainment brand -- into the declining model kit category. By leaving the brand's underground appeal, the $1.2 million advertising campaign helped Gundam capture 29% of its market while handily beating Bandai's $20 million sales goal by several million dollars.

Brand: Gundam
Client: Bandai America
Agency: JWT Los Angeles
Language: English