David vs. Goliath

This is an award for smaller, new or emerging brands making inroads against big, established leaders; taking on "sleeping giants;" or moving into a new product/service field beyond their current category adn set of competitors.

2019 GOLD

Yeh Dunya Bari Hai

The packaged cakes market is dominated by large players like Hilal and EBM in Pakistan. Being a new player, entering the market as the challenger to these giants, Good Goodies decided its success would be through strategy, not brute force. Using novelty in product, communication, and channel strategies, the brand effectively expanded the pie instead of sharing the existing one with the players fighting over market share. Within 10-months of launch, Good Goodies sold 15% of Hilal’s sales volume and captured over 11.57% of the market share.

Brand: GoodGoodies
Client: UniFood Industries Limited
Agency: Adcom

2019 SILVER

Waves Naam Hi Kafi Hai

We don't want to publish

Brand: Home Furnishings and Appliances
Client: Cool Industries
Agency: Synergy Dentsu

2019 SILVER

KFC Brand Turnaround

In competing for Singaporeans’ share of attention and stomach, KFC was outgunned by McDonald’s in terms of media spend, share of voice and store count. With nothing else to turn to, we leveraged the power of brand and created a distinct attitude for KFC that gave people permission to unapologetically indulge in fast-food. All of KFC communications were transformed to come with an extra serving of attitude that captured the KFC brand, reversing yearly sales decline and increasing market share for the first time since 2015.

Brand: Kentucky Fried Chicken
Client: Kentucky Fried Chicken Management Pte. Ltd.
Agency: Ogilvy Singapore

FINALISTS

Baby Dove Beautifully Real Moms

Mario's Pasta / Mario's Pasta Recipe Mix Mario's Pasta / Mario's Pasta Recipe Mix

Novella Candyland Novella