Beverages - Non-Alcohol

Diet and non-diet soda, coffee, tea, juices, milk, milk substitutes bottled water, sparkling water, etc.

2018 BRONZE

LIFEWTR - More Inspired

LIFEWTR disrupted the premium bottled water category by launching as a purpose-driven brand. While established water brands compete on functional RTBs LIFEWTR served a higher need: inspiration through art. LIFEWTR turned its bottle as a canvas for art, bringing art into people’s lives from the Super Bowl to open galleries and social media. LIFEWTR built rapid awareness, became the #3 brand in retail, and passed year one sales goals in nine months. 65% of repeat purchasers connected with the brand’s purpose; activations generated 30,000+ participants and 4MM+ video views.

• Brand: LIFEWTR
• Client: PepsiCo
• Agency: R/GA Chicago

2017 SILVER

Mountain Dew: It All Starts With a Kick

With Netflix so good and video games so entertaining, the pull of the couch has never been greater. Enter Mountain Dew Kickstart, a new drink combining DEW, juice, and caffeine. It gives young guys just the kick they need to get off the couch and have some fun. We promoted this pre-partying drink throughout 2015. And in the process, we helped it exceed every objective - even against the backdrop of a declining soft drink category.

• Brand: Mountain Dew Kickstart
• Client: PepsiCo
• Agency: BBDO New York

2016 SILVER

Big Problem, Lil Solution

Diet Dr Pepper faced a big problem. Diet sodas were intended to be the better alternative. Instead their artificial sweeteners left consumers with a bad taste. Sales reached historic lows. So rather than continue to compare ourselves to regular soda, we ventured outside the category to take on another industry. We needed some big help to make this leap. And we found that in the form of a little man in leather pants and a metallic jacket, who halved sales declines and gave Dr Pepper its highest campaign ROI ever.

• Brand: Diet Dr Pepper
• Client: Dr Pepper Snapple Group
• Agency: Deutsch LA

FINALISTS

Diet Dr Pepper Lil' Man, Big Rewards

Tim Hortons Single Serve

Diet Dr Pepper Lil' Man, Big Rewards