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