Sustained Success - Products

Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.



One lil’ man. Five big years.

In 2014, Diet Dr Pepper faced a big problem. “Diet” was intended to be better for you, but artificial sweeteners left consumers with a bad taste in their mouths. Sales reached historic lows. With a little man in leather pants and a metallic jacket, we halved sales declines and got our highest campaign ROI ever. In five years, we went from historic lows to historic highs. Today, we are the only diet soda with continued sales growth in a category left for dead.

Brand: Diet Dr Pepper
Client: Keurig Dr Pepper
Agency: Deutsch LA
Language: English

Lotto 6/49 - Integrated year 3

If you can’t change the game, change how it’s played. In only three years, Lotto 6/49 turned its equity as a losing game into acts of celebration for everyday victories in life. By shifting the reason why people should play Lotto 6/49 and turning everyday moments of luck into purchase occasions, the campaign reverted decades of declining sales among Millennials in the industry. Today, the tagline You should play 6/49 is used daily by Quebecers, a saying that ensures the lottery's relevance and ticket purchases for years to come.

Brand: Lotto 6/49
Client: Loto-Québec
Agency: Sid Lee
Language: English

Huggies No Baby Unhugged

In order to turn around the Huggies® newborn business which had been declining for almost ten years, we leveraged the proven medical benefits of skin-to-skin contact for newborn babies to target new and expectant moms. This allowed us to reverse historical declines in our business, delivering a 16%+ increase in newborn diaper sales and volume despite a flat birth rate. Key to our success was No Baby Unhugged, a Huggies® branded initiative that helps all moms understand the power of hugs and helps all babies get the hugs they need.

Brand: Huggies
Client: Kimberly-Clark Canada
Agency: Ogilvy & Mather
Language: English

2020_us_2020_e-4584-767_hero_1 StarKist® StarKist® Pouches: On the Go
2019_ru_2019_1831_hero_1 Nicorette Quit smoking to start new life with Nicorette

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