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.



The World's Toughest Job

How do you get people to make their mom a Mother's Day card with an online resource like American Greetings Cardstore when only 50% of people even buy Mom a card? You shake the indifference out of them by making them see Mom differently: as the amazing professional she is. With 21M+ views, the earned media effort for #worldstoughestjob increased AG's Cardstore orders by 20%, userbase by 40% and met sales goals for the entire year, not just the Mother's Day period for which it was designed.

Brand: American Greetings
Client: American Greetings
Agency: Mullen Lowe

Halloween Treats Gone Wrong

Crest & Oral-B used Halloween as a teachable moment for dental hygiene. But rather than droning on about naughty trick or treating, we celebrated how people need a Time Out from all the rules of good behavior we tend to live by. Instead of demonizing the day, we celebrated the indulgent candy devouring because after all, Halloween isn't Halloween without the candy. #SweetHalloween is possible because Crest & Oral-B have you covered. Our call to action was for people to print an e-coupon and buy Crest & Oral-B products along with the candy corn and gummy worms. We increased sales on our $1 billion+ business in a short 4 weeks on a miniscule budget all by joining in the spirit of Halloween

Brand: Crest and Oral-B
Client: Procter & Gamble
Agency: Publicis Kaplan Thaler

This is Wholesome

Honey Maid is a classic, all-American brand thats been part of families lives since 1925. But by 2013 it was seen as old-fashioned. Our challenge was to reposition Honey Maid as a modern snacking brand for todays families. We drew a parallel between the brand and modern day families, recognizing that despite a lot of change over the years, what defined each of them as wholesome hadnt changed. This is Wholesome moved a nation with its message of love, earned 361M media impressions and delivered an advertising contribution of 13%.

Brand: Honey Maid
Client: Mondelez International
Agency: Droga5

2019_ru_2019_1643_hero_1 Dulux Becoming a game changer in DIY e-Commerce
2019_ru_2019_1658_hero_1 McDonald's Big Mac 50
2019_ru_2019_1897_hero_1 Lublu coffee BUT we have delicious!

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