Positive Change - Environmental: Brands
Effective marketing communications that incorporate sustainable strategies can make a positive difference for brands and for the environment.
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2022 BRONZE
Cold Callers
While people are becoming increasingly eco-conscious, they didn’t know they could bring those values to the laundry room. By bringing together the right cast of people and messages, Tide educated everyone on the benefits of turning in cold and actually drove behavior change. With almost 800MM more loads done in cold and a +39% increase in product sales, Tide is helping everyone make an impact without compromising clean.
Brand:
Tide
Client:
Procter & Gamble
Agency:
Saatchi & Saatchi New York
Language:
English
2022 BRONZE
Unleashing the power of generosity in the face of adversity
Crown proved that doing what's right, not what's commercially obvious, drives results: Defying category logic when at a time in which on-premise channels were abruptly closed, instead of shifting marketing investment into the off-premise and at-home occasions, Crown acted on its purpose to inspire generosity by doubling down on its support for the on-trade community. Delivering YOY reversal on decline across L4W claimed consumption(+5.80%), equity gains across emotional engagement(+2.4%), distinctiveness(1.9%), dynamism(+1.8%) and taste(+4.9%) that outpaced gains seen by the category leader and increased penetration among millennials(+4%) and gen Z(+7%) .
Brand:
Crown Royal
Client:
Crown Royal
Agency:
Anomaly
Language:
English
2022 GLOBAL GRAND
Water Index
We symbolized water's worth with the Finish Water Index to inspire long-term behavior change and emphasize that water scarcity is not a seasonal issue. We underlined its worth by listing it with visual value references like currency and gold. The Finish Water Index campaign reached 27 million in the TV total target audience. Its top-of-mind score increased by 10 points. The conversation rate of water scarcity increased by 121%. Yarininsuyu.com got 600% more visitors sharing information on water footprint and index calculations educating on water scarcity and drought.
Brand:
Reckitt-Finish
Client:
Reckitt
Agency:
Havas Turkey
Language:
English