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
Agency: Anomaly
Language: English

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.

Brand: Cushelle
Client: Essity UK Ltd
Agency: Publicis•Poke
Language: English

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
Language: English

2021_uk_2021_e-613-581_hero_1 Boursin From the Christmas cheeseboard to the summer picnic blanket.
2021_uk_2021_e-617-212_hero_1 Smurfit Kappa Boxing our way from the stockroom to the boardroom.
2021_us_2021_e-6837-708_hero_1 Lexus The Making of a Holiday Icon

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