Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
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
Unwrapping A 6-Year Growth Story
To infuse the Extra gum brand with meaning, we repositioned Extra from a long-lasting piece of gum to a way to connect with others. The resulting campaign, "Give Extra, Get Extra", fueled an unprecedented 22.6-point turnaround (from -6.1% to +16.5%), helped Extra regain its #1 position in gum and delivered six straight years of consistent brand growth.
Brand: Extra Gum
Client: Mars, Inc.
Agency: Energy BBDO
Challenging an industry to #ComeClean
How does a small 'green' household and personal care brand get mainstream moms to consider the environmental impact of their choices? By making it a personal matter about the health of her family, not just the environment. For three years, Seventh Generation grew sales by double digits, entered 2.5 million new homes, and even helped introduce laws that forced the industry to clean up its act. We proved that with the right strategy, the little guy can win while making the world better for the next Seven Generations.
Brand: Seventh Generation
Client: Seventh Generation
Agency: 72andSunny New York