Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
The Return of Colonel Sanders
KFC was once the #1 chicken restaurant in America. But after nearly a decade of declining sales, stores were closing and the brand was no longer on top. KFC was in dire need of a turnaround plan. We helped KFC rediscover its soul and recommitted the brand to everything that made it so special in the first place, including its iconic founder, Colonel Sanders. Kentucky Fried Chicken has made a dramatic comeback, improving perceptions with younger consumers and generating four consecutive years of sales growth in an increasingly competitive category.
One Lil' Man, Four Big Years
In 2014 Diet Dr Pepper faced a big problem. “Diet” was intended to be the better alternative. Instead artificial sweeteners left consumers with a bad taste in their mouths. Sales reached historic lows. We needed big help. And we found that in the form of a little man in leather pants and a metallic jacket, who halved sales declines and gave us our highest campaign ROI ever. In four years we went from historic lows to historic highs.
Brand: Diet Dr Pepper
Client: Keurig Dr Pepper
Agency: Deutsch LA