Sustained Success - Products

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



Better Ingredients Brand Platform

This case describes how A&W repositioned a brand built around a nostalgic connection with Baby-Boomers, to the first fast food restaurant people feel good about eating at. This ignited the most phenomenal phase of growth in the company’s history, driven by a growing millennial segment. We will demonstrate how commitment to a consistent brand strategy changed perceptions of the brand and drove five years of same-store sales growth. 

Brand: A&W
Client: A&W
Agency: Rethink
Language: English

Ek Neki Rozana: Championing Dirt in the Month of Purity for 3 consecutive years.

Having cemented itself as the most loved detergent of Pakistan, Surf Excel looked to elevate its philosophy of ‘Dirt is Good’ to not only defend this market and thought leadership, but also to take bolster further its equity. There was a natural association with Islamic values that consumers  saw in Surf Excel, thanks to its legacy of communications featuring acts of heroism and goodness by kids. Ramzan, hence became the perfect occasion to convert brand affinity to unwavering, unparalleled brand love and the brand embarked on this journey in 2016.

Brand: Surf excel
Client: Uniever Pakistan
Agency: MullenLowe Rauf
Language: English

Khushiyan Chakh Lo

Shan had the position of market leader for several years but was losing out to its biggest competitor, National who had been investing heavily in its brand equity through a more emotional positioning. 2014 onwards Shan lost its leadership position to National. The gap between the two brands started widening with National going on an upward and Shan on a downward trend. Things didn’t seem good for Shan but it made a comeback with a campaign that spanned over 3 years and regained Shan’s position of dominance over National

Brand: Recipe Mixes
Client: Shan Foods Pvt. Limited
Agency: Ogilvy Pakistan
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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