New Product or Service Introduction or Line Extension

Any communications effort used to introduce a new product or service that is not a line extension.

2023 GLOBAL GRAND

Ridiculous! How -196 defied the hottest trends to become Beam Suntory’s most successful launch ever.

Beam Suntory launched -196 to disrupt the seltzer-obsessed Light RTD category and become a top 3 brand by 2030. Its distinctive 'Extreme Japanese Spirit' campaign not only bucked all the category advertising trends, it established -196 as the no. 3 Light RTD within just 1 year of launch, outselling the much-hyped White Claw and Smirnoff Seltzer in the process. This was Beam Suntory Australia's most successful launch ever.

Brand: -196.0
Client: Beam Suntory Australia
Agency: The Monkeys
Language: English

2023 GLOBAL GRAND CONTENDER

The Hidden Room

In a declining furniture-retail category, Home Box, losing market share to bigger competitors, needed to win share-of-cart with GCC homeowners. Based on the insight that we all show our homes to guests, but one room homeowners didn’t show guests was the maid’s room, we created “THE HIDDEN ROOM COLLECTION” - A new collection helping homeowners make their househelp’s room into a place that felt like home. As the world’s first furniture collection to elevate househelps’ small-sized rooms, it was promoted through omni-channel marketing to attract mass affluent homeowner shoppers.

Brand: Home Box
Client: Home Box
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English

2022 SILVER

Disrupting baby-centric storytelling with mom-centric truth-telling from frida mom

To launch frida mom’s new Breast Care line, we needed to introduce a modern narrative about baby-feeding that revealed an unmet need among mothers: Breast Care (mom-centric), alongside breastfeeding (baby-centric). We sought to drive fame, leadership, and sales. Our campaign, “Care for your breasts, not just your baby” disrupted the dated breastfeeding narrative, preparing moms for the realities and encouraging them to care for themselves. The campaign drove 2 billion earned media impressions, a +10% lift in awareness, and Breast Care sales amounted to almost half of total 2021 sales.

Brand: frida mom
Client: frida mom
Agency: Mekanism
Language: English

FINALISTS

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