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.
Everybody Wants a Little Bit of Luck
The New York Lottery needed to revive a steady decline of sales of the Take 5 game, one that had inconsistent support and a dated unappealing image. Furthermore, the game was positioned against more modern, technologically advanced and enticing competitors. The challenge was to convince people that luck was not only possible, it was probable because with Take 5 they had 1-in-9 odds to win. This was accomplished by creating a miniature little-bit-of-luck character, a ubiquitous mascot for winning. The result: over-delivery of sales and playership goals.
Brand: New York Lottery
Client: New York Lottery
Agency: DDB New York
Straight From the Bog
The "Straight From the Bog" campaign turned around a long trusted American brand and brought them back to consumers' hearts and consumers' fridges. By connecting the brand in an emotional way and telling consumers about the powerful health benefits of the brand, the campaign managed to turn around a company that had seen declining sales for over 5 years. We did it with a fully integrated campaign that brought the bog to the consumers so they could discover the great taste, health and heritage of the cranberry.
Brand: Ocean Spray
Client: Ocean Spray Cranberries, Inc.
Agency: Arnold Worldwide
Snack Strong Productions
How do you create marketing relevant to a generation of 16 -24 year olds? You ask them to create it with you. In 2007, to reverse declining sales & growth from years of inconsistent marketing that had failed to shift gears and stay relevant to their heaviest using consumers, Doritos created the 'Snack Strong Productions' campaign. Snack Strong Productions treated Doritos less like a chip company and more like an entertainment company, repositioning Doritos' core youth audience from 'snack eaters' to co-authors of the Doritos brand.
Client: Frito-Lay, Inc.
Agency: Goodby, Silverstein & Partners