Carpe Diem - Products
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or product in a bright spotlight and creating immediate and measurable impact.
Philadelphia’s future was threatened by millennials’ love of store brands. To turn back the tide, we focused on bagels, the most important vehicle for a schmear. Our job: champion the classic bagel and cream cheese combo in culture. Apple’s release of a cream cheese-less bagel emoji created the perfect opportunity to own the conversation. Ditching the traditional playbook, we led the #SadBagel outrage. This drove increased purchase intent among millennials, delivered significant share gains at the expense of store brands, and convinced Apple to add a schmear to its emoji.
Brand: Philadelphia Cream Cheese
Client: The Kraft Heinz Company
It's a Tide Ad
On the night when the sexiest brands in the hottest categories pull out all the stops, a laundry detergent brand won the Super Bowl. Tide accomplished this by shifting from the traditional category focus on the problem of stains to celebrate and take ownership of clean. By elevating the visibility of the unsung benefit and leveraging the night’s uniquely heightened focus on ads, Tide turned every ad on advertising’s biggest stage into a Tide ad.
Client: Procter & Gamble
Agency: Saatchi & Saatchi New York