Effie Worldwide


This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of more than one year and a period of at least six months of upturn sales.




No Baby Unhugged

When it comes to diapers, Moms most often default to the category authority, Pampers. We needed to get expectant moms to consciously choose Huggies Newborn diapers as an active part of her pre-delivery prep. so we launched No Baby Unhugged, an initiative that helps all Moms understand the power of hugs and helps all babies get the hugs they need even if Moms can't be there to give them.It has succeeded in reversing a 4-year decline in the business while increasing Huggies Newborn diaper sales and market share at the expense of Pampers.

  • Brand: Huggies
  • Client: Kimberly-Clark
  • Agency: Ogilvy & Mather

The Return of Colonel Sanders

KFC was once the #1 chicken restaurant in America. But after a decade of declining sales, stores were closing and the brand was no longer on top. With competition stronger than ever, KFC desperately needed a turnaround plan. We led this effort by helping KFC rediscover its soul and by recommitting the brand to everything that made it so special in the first place including its iconic founder, Colonel Sanders. A year in, Kentucky Fried Chicken has made a dramatic comeback, with nine consecutive quarters of same-store sales growth.

  • Brand: KFC
  • Client: KFC
  • Agency: Wieden+Kennedy

Give Extra, Get Extra

Extra was the #1 brand in the $3 billion gum category from 1990-2004 on the strength of its "long-lasting flavor" positioning. As "long-lasting" became a category ante, Extra steadily declined. By 2013, sales were down 6.1%, and Extra had been experiencing pervasive and steady declines for over two years. So we adopted a new philosophy and changed our objectives for communications. In 2015, we launched a short film that quickly became one of the year's most celebrated love stories. 

  • Brand: Extra Gum
  • Client: Mars/Wrigley
  • Agency: Energy BBDO
2017_na_2017_e-1602-582_hero_1 Adler Planetarium Space Is Freaking Awesome!
2016_na_2016_440631_hero_1 Air Wick Home is in the Air
2016_na_2016_440910_hero_1 Burger King The Return of the King


To browse winners in this category from previous years