Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
Igniting a Spirit of Generosity
By reinterpreting its royal status and being radically inclusive to a new generation of whiskey drinkers, Crown Royal was able to reverse years of declines in growth, penetration and trial. Instead of pushing pedigree and provenance, Crown unified a diverse, multicultural audience behind a relevant and aspirational brand purpose and status, inspiring generosity. Crown activated this idea in drinker culture and communities, leading to double digit increases in Emotional Engagement and Brand Dynamism, especially among critical audiences of 21-29 YO and African American drinkers.
Brand: Crown Royal
Client: Diageo North America
Stealing Softness: How a kleptomaniac koala stole share in a stagnating category
We were a tiny 5 year old brand squaring up to a 75 year old behemoth in a low interest category that was becoming increasingly commoditised.
And shoppers thought we were a "passive" copy of the much-loved brand leader - when they thought of us at all.
But we beat those odds by putting good, old-fashioned, best practice marketing principles front and centre: creating distinctive assets, investing in brand-building channels, and staying rigorously single-minded... allowing us to beat the competition at their own game.
Our approach drove market-beating growth and booming brand metrics for five years straight.
Client: Essity UK Ltd
Subaru's Rise to Safest
Subaru vehicles have always been safe. But amid endless tech features and larger marketing budgets, Subaru didn’t stand out and sales stagnated. Then, an idea: make safety about the people, not the cars. Over 11 years, we’ve transformed safety from an expected product feature to an emotional brand equity. Our safety advertising measurably drives consideration and Subaru beats all competitors—even Volvo—on perceptions of safety. Where competitors “buy” customers with incentives, Subaru has steadily decreased incentives and grown demand through brand-building, massively outperforming the category on sales.
Brand: Subaru of America
Client: Subaru of America
Agency: Carmichael Lynch