Household Supplies & Services
Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services.
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2018 SILVER
Strong Brands Take Stands
As a challenger brand being outspent 48:1 by the category leader, Brawny® needed to find an impactful way to reconnect consumers to the brand. During Women’s History Month, The Brawny Man® stepped aside to celebrate women's strength. By leveraging a culturally relevant idea and limited edition packaging, the Brawny® Strength Has No Gender™ campaign achieved an incremental $13MM in media value driving a 40.6% sales lift with participating Walmart stores and set the stage for a national conversation around breaking gender stereotypes.
Brand:
Brawny®
Client:
Georgia-Pacific
Agency:
Cutwater
2018 BRONZE
Bradshaw Stain
WE TURNED A STAIN INTO AN AD. We wanted to celebrate America’s #1 detergent – Tide – on America’s biggest stage – the Super Bowl. Knowing viewers would be waiting for a mistake, we wondered… Could we troll the Super Bowl with a stain in the live broadcast? We could! During the Big Game, millions witnessed Terry Bradshaw appear on TV in a stained shirt. Thousands tweeted about the “mistake.” Then Tide claimed the stain with an ad. Tide Pods sales increased 22%, and Tide penetration hit an all-time high.
Brand:
Tide
Client:
Procter & Gamble
Agency:
Saatchi & Saatchi
FINALISTS
EXIDE
THE BATTERY THAT CARES
Orient Electric
Wake India up to FND (Fan Noise Discomfort)
Orient Electric
TUBELIGHTS ARE NOT A BRIGHT IDEA.
