Global: Fast Moving Consumer Goods (FMCG)
All fast moving consumer goods products (both food & non-food) including packaged foods, snacks, alcoholic and non-alcoholic beverages, household cleaning products, personal care, beauty products, pet care, etc.
Feed the good
PEDIGREEneeded to unite markets worldwide under one big idea, simplifying category complexity and protecting it from a battle around functionality or price.Feed the good is based on a simple yet universal insight: dogs make us better people. The work taps into poignant societal and personal themes, the way dogs affect people for the better, and how PEDIGREE helps to feed their good nature. Across six markets where Feed the good has launched, we are seeing an average of 7% increase in sales three months post-launch versus year ago.
Client: Mars Petcare Global
Agency: BBDO New York
The World Goes Noseblind
People didn't think that they needed air fresheners. We found out that they get used to the odors in their own homes, and the only people who are able to truly detect a home's odors are their unfortunate guests. No one had a name for this condition, so we created one: NOSEBLIND. Febreze/Ambi Pur proved the consequences of going NOSEBLIND and the importance of odor elimination. We got people talking about odor acclimation, and, as a result, Febreze/Ambi Pur sales and household penetration increased.
Brand: Febreze/Ambi Pur
Client: Procter & Gamble
Agency: Grey NY