Commerce & Shopper: Seasonal/Event

This category features events, platforms or programs that were created to meet the demands of the shopper that are driven by a season, holiday or cultural event.   

2020 GOLD

Created by Craftswomen

During Women’s History Month, we saw an opportunity to fight false gender perceptions around dark spirits to better support our female audience. We brought stories of Diageo’s female blenders/distillers into the spotlight to show the world that whiskey doesn’t have a gender, while finally representing and acknowledging this growing female segment. A story of authenticity and progress was told – an anomaly in the adult beverage category. We surpassed business goals and accomplished many first-time retail wins, proving that people show up for the brands that show up for them.

Brand: Diageo Dark Spirits Portfolio
Client: Diageo North America
Agency: Arc Worldwide
Language: English

2020 BRONZE

Hershey Easter “Be So Eggstra” at Walmart

Easter seasonal sales were declining, and research discovered there wasn’t a lack of interest in Easter but rather, there was a tension: Moms wanted to create family traditions but lacked time and inspiration to take action. We needed to engage Mom and re-solidify Hershey’s place as a top Easter brand at Walmart. The “Be So Egg-stra” campaign inspired Mom with seasonal ideas that were fresh, on-trend, impressive, and surprisingly easy. REESE’S and CADBURY achieved double digit sales growth, increased trips by +29%, and contributed to Walmart’s overall seasonal share increase.

Brand: Hershey's
Client: The Hershey Company
Agency: TPN Retail
Language: English

2020 BRONZE

Summer by the Batch

Summer is entertaining season. While beer always makes the guest list, spirits struggle to get invited to the party. Why? Beer is easy to serve, whereas spirits are perceived as too complex for summer’s laid-back vibe. So, we brought the casual to cocktails with simple recipes, made to be party-sized, and helped hosts throw a better summer bash that was more impressive to guests and more self-fulfilling for hosts. Spirits went from the B-list to the VIP list: surpassing business goals, increasing seasonal relevance, and successfully driving trade-up from beer.

Brand: Diageo Spirits
Client: Diageo North America
Agency: Arc Worldwide
Language: English

FINALISTS

Coca-Cola Enjoy Coca-Cola. Make Your Summer.

Kibbles 'N Bits, Rachael Ray Nutrish & Nature's Recipe The Doggie Days of Summer at Walmart

Pepsi PepsiCo House of Brands Boxing