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.
Happiness Is Simple
Lay's is an iconic American brand that has historically dominated the snack category. But in recent years Lay's had become stagnant amidst perceptions it was the poster child for junk food. The 'Happiness is Simple' campaign flipped misperceptions about the product and reignited consumers' love affair with the Lay's brand.
Client: Frito-Lay North America
Agency: Juniper Park
In the 1960s and '70s, Canadian Club was the No. 1 whisky in America. But now Canadian Club is as untrendy as a brand could be. Guys say scornfully, "That's what my Dad drank." To get people to rethink Canadian Club, the brand first had to get them to rethink their dads. So the campaign coupled vintage photographs and provocative sentiments to reveal that Dads and their drinks were actually the height of cool. The brand's sales grew for the first time in 16 years.
Brand: Canadian Club
Client: Beam Global Spirits & Wine
Agency: Energy BBDO
New Life for Old Spice
Old Spice has been a formidable presence in male grooming for over 70 years. But Axe's invasion in 2002 dramatically changed the landscape. With its promise of sexual conquest, Axe became the cool kid on the block while Old Spice was seen as increasingly outdated and out of touch. By positioning Old Spice as an experienced big brother, this campaign revitalized an icon and successfully introduced the brand to a whole new generation of guys.
Brand: Old Spice
Client: Procter & Gamble