Commerce & Shopper: Challenger Brand Solutions

This is an award for smaller, new, or emerging brands making inroads against big, established leaders.

2022 BRONZE

The Zero You Deserve is Finally Here

With over 14.3MM buyers drinking zero sugar CSDs, we had a massive opportunity to unlock category and brand growth by recruiting new treat occasions. Despite being 16 years late to the zero sugar game, Dr Pepper showed up out of nowhere and invited zero drinkers to indulge on the zero sugar they truly deserved. Our results show flavor was worth the wait by driving trial by 3.8% and repeat purchase by 46% (surpassing benchmarks after only 3 months of media), and stealing share from our biggest competitors.

Brand: Dr Pepper
Client: Keurig Dr Pepper
Agency: Deutsch LA
Language: English

2021 GOLD

Moldy Whopper

The fast food industry’s reputation is built on artificiality. Over the last five years, Burger King had been working hard to shatter this perception, ridding our food of artificial sources. By 2020, we'd finally achieved a 100% real version of the Whopper. To break from the industry’s bad reputation, we’d confront people with something undeniable: REAL food shouldn’t last forever. Moldy Whopper did just that, breaking all the rules in food advertising. Our bold move paid off: Quality ingredient perception: +26% Visitation consideration: +22.8% Whopper sales: +14% Total impressions: 2.9B

Brand: Burger King
Client: Restaurant Brands International
Agency: INGO Stockholm
Language: English

2020 BRONZE

“Let Your Taste Wander”

We designed “Let Your Taste Wander” as a multimedia campaign to pique people’s curiosity about golden kiwi. Through animated video ads, print, a "Wander & Win" challenge, a microsite, social media, influencer partnerships, and in-store efforts, we engaged the demographic sweet spot, and enticed people to break from their boring shopping routines and place Zespri SunGold in their carts. Ultimately, SunGold’s sales increased 42.7% nationally in 2019 while overall U.S. fruit sales were flat, and the brand’s sales accounted for more than half of the entire kiwi category’s growth.

Brand: SunGold Kiwifruit
Client: Zespri North America
Agency: LRXD
Language: English

FINALISTS

AAA (American Automobile Association)/ACG (Auto Club Group) Expect Something More From AAA, The Auto Club Group

Wasa Savor the 25th Hour with Wasa

Mondelēz International Timeless Holiday Favorites by HONEY MAID & NILLA - Kroger